I once colored the edge of a CD with a green felt tip pen, and was amazed at how much better the CD sounded. I then removed the green, and it sounded better still. I reapplied the green, and even more improvement! I removed it again and was amazed at the increased clarity and atmosphere.
At that point, rather than assuming that each step actually made a real difference, I stopped believing in nonsense. Audio memory is flawed.