So how come whatever wire you use can make a big difference to SQ.Because, as I've said elsewhere, there's no such thing as "perfect" wire. Just trade-offs. More inductance in exchange for lower resistance and capacitance. Less inductance in exchange for more capacitance.
Even the insanely expensive stuff still trades one problem for another. How big the problem is and how much it affects your system is what will make one cable sound better than the other.
But it also means, depending on the application, that a $25K cable will be outperformed by a $20 one.