I want my cables to pass the signal from one component to the next exactly as it was transmitted. Can't understand how anyone would want anything different.
Perfection is not an option. No cable exists that passes information exactly as it is transmitted.
Therefore, people tune the sound of their system to suit their musical tastes. Whether they decide to use gear (speakers, amps, sources) to tune the sound of their system to their tastes, or cables/cords, is up to each individual to assess.
I believe that many folks find it easier to change cables than to change gear when tuning their system.