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

With the hundreds of so called "Audiophile" cable makers you need to narrow it down to about a dozen. Yes, were all looking for that underground brand that is a value giant killer. Unfortunately Morrow Cable ads have always given me a negative impression regarding quality and performance.

I have a pillow in mind....

If you have $1,000 and spend $500 on their cables you can definitely

expect to be have 50% less money. 

A train traveling at 55mph going 300 miles to Detroit....

I recently purchased a Morrow Audio MA4 XLR cable and emailed Mike Morrow with some “critiques” along the same lines as the OP mentions.  They have chosen to take the approach of customer like “sales” and seemingly have a successful business using that model.  The % improvements are just approximations with the intent of giving customers an idea for what to expect. 
 

I think what made my head hurt the most is that the primary driver for price point appears to be the number of wire runs in the cables, yet my XLR has twice as many as the equivalent RCA but is the same price.

I do like the sound of the cable in my system and am happy to have gotten it 50% off of retail while recognizing that 25% off is probably closer to the going rate. 

You don't HAVE to read the garbage these people put out.

Measurements don't work on cables.  Period.  Many say they don't work on anything else either. So if you believe a particular cable might give a better sound FOR YOU, then you will have to listen to it in your system.

Pity them if you like.  But otherwise just ignore them and have a good day.