There are so many cable brands because it's easy to make money out of it
Bingo!
Reading some of the FAQ, one has to wonder. Claims are made for unaltered transmission, but anyone can calculate the EQ effect of the sundry designs into various loads.
Speaking of Bingo, many manufacturers play Buzz Word Bingo.
e.g. products are Cryomag'd, but no specifics as to how that improves audio performance. Cryogenic rolling decreases electrical conductivity.
Beryllium Copper is touted. It's harder but only conducts about 15-30% as well as copper. Its hardness may be a detriment when mating connectors as any high points will reduce contact area, further reducing current carrying capacity.
Gold plating is referenced, but no mention is made of the process. Is it nickel plated or acid washed? Each has different sonics.
Semi-conductors are made from metal to metal junctions.
Beryllium Copper is used as a spring material, e.g. fuse clips, but can suffer deplating when flexed. Not a great idea on a banana plug.