I have also mentioned elsewhere on Audiogon that many may buy cables because of the looks, but my idea has not been noticed. Oh well, maybe some day...
I admit that I bought a pair of XLR interconnects just so they look "better" when placed where I do not even see them. Going from mid $10s to a few hundred. I accepted it was for the looks and it was worth to me on that level. The difference in the price was, to me, acceptable for that kind of game. As far as sound goes, if anything I would say it is "worse", but would not firmly claim that. The bad part was convenience. Pictures did not tell me that cables are not as flexible as the old ones.