I’ll add it does make sense to me that a manufacturer suggests to use a full loom of their product. We bought their cable, we think it sounds great, someone there or a team of people must have good ears to be able to voice this cable to sound this good, right? so we should take their advice and trust them that the other cables "match" and have "synergy" with the rest of the system, right? Seems logical. But again this is in the particular system they tested their cables with, and someone else has different speakers, amplifier, and source and may have completely different results.
What makes just as much sense is what the designer of the 300b tube amplifier I just bought said: "I recommend you use my cables because it is the same wire that is inside the amplifier".