Do you really think companies who manufacture an entire range of HDMI cables like Audioquest are perpetrating a hoax?
I keep telling you guys...not a hoax. These fancy cables are relatively pricey to produce because they are made to look expensive. Looking cool has value! Sorta like wheels on a Jaguar...way more show than go...more form than function. But of value nonetheless.
Just let's be honest; admit you buy them mostly for the looks. If you cannot then you are being hoodwinked. Or you want them so bad to sound "better," they magically do.