You know when you are dealing with a BS company....

However, other companies, with good reputations, sell much higher priced cables and people are fine with it.  These companies have learned to manage the hype to sound realistic, perhaps even a big humble, focus on the quality build and make their claims more believable, and people spend way too much on cables.  (Don't interpret this to mean I don't believe or appreciate the tremendous improvement that quality cables make).

"You can expect a 15% to 20% improvement in sound for each level as you move up the line. 

I think you are misunderstanding what they are saying. I think they are saying that there is a 15-20% difference between each level of cable. Not a 15-20% improvement in your system sound but a 15-20% change in relation to the small change a cable makes. So 15-20% to the 1% change (SWAG) a cable makes. 

I googled for the measuring instrument for they use to measure and verify their claim. Maybe they just should also be offering them from my line of products:

1) digital soundstage meter, accurate to 0.01% (metric)

2) digistal resolution analyzer with large 3 digit display

3) realism gauge with build in digital reverser

4) musical represention decoder and converter

5) analog musical presentation arrayer with integrated analyser, swiss made

6) impact meter (Japan) measures in metric KJ and Btu.

If my current soundstage is 2.3 meter wide, and I go up TWO levels with their cable, that's 30-40% improvement. That would make my sound stage now at least 2.99 meter. What if my room is only 2.89 meter wide? 

'' What is the purpose of this thread "".......who cares and then don't buy the cable from then. Move on to another company.