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

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.

tomaswv et al: I am NOT arguing or questioning the quality of the product.

But this (and similar examples) just shows how STUPID American consumers are (otherwise marketing departments, advertising companies, political parties, interest groups would NOT do it). We have ENTIRELY lost our ability to turn our brain on when reading, seeing or hearing.

The shear amount of BS that we are fed on a daily basis (bad) and SWALLOW without PUKING (WORSE) is mind-boggling.

I will now take the pill that makes me 16% happier, and drink my special java that lowers the bad vibes by 8% (one cup) or 12% (two cups). 

mceljp: "The % improvements are just approximations with the intent of giving customers an idea for what to expect."

==> That IS the problem. How can a serious company make such a statement? 

PERCENT OF WHAT !!!!

If they would write "itsibitsy improvement", I could tolerate.

Or "Our cables sound somewhat better than (what?)". "If you use more of our cables, the sound will improve somewhat more". 

"Our cables give your sound systems WINGS". 

@bigtwin

"What is the sense in a MSRP if you are always offering the product at 35% - 55% off? Don’t tell me your cable is worth $1000 when you never sell it for more than $650? "

Yes, I am not impressed when this happens. It my memory serves me correctly from my former entrepreneural days, the FTC does attach some rules to "sale" or "free" items to avoid fraud. The product/service must be presented for some (defined) period of time at the "regular" price before they can legally claim that it is discounted. The period of time escapes me, but I’m sure there are some here who can provide a qualified response. That being said, an item cannot be presented as perpectually "on sale". Reminds me of those fireworks stands that on Day One open with "Buy One, Get Two FREE" offers.