Why? Because there is a cable that seems to get a heavy amount of interest here, currently a thread running on it, and guess what, depending on length, it has about 1-2 ohms of resistance. That's missing from the marketing blurbs, and of course it is not in any online review.
Lots of positive reviews (not all), and of course it will be a very audibly different cable from any other cable. This is one case where there is no question, the difference will be audible. However, if you paid big bugs for a speaker with a great frequency response, or big buck for an amplifier with a low impedance output, then using this cable will negate both of those things.
Taking a quick look at some impedance curves on Stereophile, I would say most speakers have a rising impedance in the midrange (1-3K), a dip in mid-bass(80-300Hz), and then a big rise at low frequency. What happens at upper frequencies are all over the map. Just looking at a few Magico, one rises to 6 ohms then up to 8. One stays near 4. One Tannoy rises up to 16-20 ohms.
If my interpretation is right, midrange would appear louder in most cases, mid-bass a bit subdued, maybe a bit more deep bass, and highs you are rolling the dice. If you have a low impedance speaker, my math says up to 2+ db changes in the frequency response.
To me it looks like an expensive resistor.