but seriously when you see the website it is quite scary.
I disagree. One man has taken the time to add a little warmth and fun to his site rather than the same ol' web design of images of grand pianos, 400 year-old violins, conductors, treble clefs, etc. And then we often read the claims that products chase the absolute sound, their implementation of aerospace engineering techniques, etc., etc., etc. The same marketing hype gets old quickly. But here we have something different and you immediately dismiss it. Come on, lighten up a bit - enjoy this rather than taking it all so seriously.
Rather than be intimidated by attacking teddy bears, why not read the text on the site of materials used, the many iterations of various wire gauges auditioned, the willingness to customize cables for each customer, etc., and take advantage of the opportunity to try these free for a month. It makes a lot more sense than buying a product based on a review and then being stuck with it when it does not outperform what you already have for less cost.
My experiences mirror much of Chrisla's. It was not 7-8 years ago that power cables made no difference in my system and this was with highly respected top ARC electronics, Magnepan speakers and Linn TT. But then a power conditioner came along, and some Kubala-Sosna and Purist cables, and suddenly power cables and then speaker cables started to make a huge difference. Ironically, the IC from preamp to amp has ALWAYS made a huge difference when a tube preamp was in the chain.
What have made me doubtfull is that I have compared 2000$ cables to 30 000$ Transparent and heard difference BUT no improvment, you see what I mean ?
No........your conclusion is only relevant for those 2 cables in the system they were used. Don't make the blanket conclusion that because you heard no improvement here that the point of diminishing returns for all cables is much lower. I don't see this as dumb or incompetent but rather jumping to conclusions without first doing some home-trials of many cables.