I have no doubt that there are many using cables as tone controls, which simply goes to show: cables CAN/DO make a difference in reproduction.
However: everyone I know that uses high-end cables, regardless of position in their system, is attempting to do as little damage to their signal* as possible.
*the goal = neutrality/faithful reproduction
at first glance these two statements appear contradictory to me. They raise the question as to how do we know that cables are revealing the truth versus adding desirable distortion? Seems like there might be a place for measurement here.
once we recognize that there is such a thing as desirable distortion then the question becomes what is the most effective way to add it when it is desired. I would think that DSP would certainly be competitive with cables as a means. If you want to learn more about desirable distortion I suggest you read some of what Nelson Pass has written about his First Watt amps.