Just stand up to the barrage Psychicanimal, and hold your ground!
I personally heard of a group of "real" audiophiles(not us) getting together and listening to a bunch of powercords, and The Absolute Power Cord did quite well. Quite well. To the point of the consensus(not everyone) preferring it to at least one which cost was at least an order of magnitude higher.
Sound should always be the number one goal. For example, the Music Hall turntables sound a lot better than most people would believe, but there is zero wow factor/pride of ownership in them.
However, I can see factoring brand into the equation. For example, you know you are going to get great customer service from a certain brand, and that is important. Track record also comes into the equation. I knock off price for a company who hasn't proven itself.
So, I apologize for looking like I feel strongly both ways, but in the end, it's the sound!