I am sure they are Fine products but...
I own Zero Morrow wires/cables/connectors and am 100% happy...
You know when you are dealing with a BS company....
...when you read statements like this:
"You can expect a 15% to 20% improvement in sound for each level as you move up the line. The improvements are in soundstage, resolution, realism, musical presentation, impact, etc."
Me: yeah, the humidity in my room changed from 44 to 45% yesterday, and I immidiately noticed that the realism dropped by 3.4%, yet the musical presentation actually WENT UP by 8.3%. I was able to compensate by turning the lights on in the kitchen and changed my socks. Puh, that was close.