About 2/3s of the way down in the article, they tried reversing cables and all of them heard a different, and better direction. It was quite obvious.
@nonoise
I looked at the article. You’re referring to the statement "We listened to 20 different cables. We directionalized them all first, of course. Every cable sounds different in a different direction. It’s small, but it sounds different. ."
Thing is, no where in the article does it mention they were able to hear a difference via a blind test.
This is the reason for the blind test; to take any bias out of the equation and draw a distinction between what one believes/thinks and what can be demonstrated repeatedly.