The 3 primary things that affect cable sound are capacitance, inductance and skin affect followed by materials like; jacketing, connectors, solder.... Not every cable designer uses the same amount of each.
Several years ago I was gifted WireWorld TOL series 8 prototype speaker cables XLR interconnects, and mid level power cords. Overall they did not make magic in my system at the time. Eventually, I replaced all of them with Ali-E Odin II gold knock offs which sing better. I also upgraded the CD transport and power cords from the lessor WW PCs to a huge sonic improvement. at some point I will reinsert the WW X>R and speaker cables just to test how I feel with them now.
Or as one the posters stated EVERYTHING MATTERS
hth