Hearing cables "improve" over time as they "age or burn-in," if sincere, is total expectation bias. Psychologically....that is: "The tendency for experimenters to believe, certify, and publish data that agree with their expectations for the outcome of an experiment, and to disbelieve, discard, or downgrade the corresponding weightings for data that appear to conflict with those expectations."
You cannot convince someone who has already made an investment in cables that need to "age before they reach full potential" because they have already drunk the kool-aide and will never look back. Same dumb stuff as freezing cables and elevating them on little wood blocks. It is all pure slick marketing by very savvy scammers who completely understand expectation bias and use that phenomenon to fill their pockets.