Redkiwi: You try out a new set of cables that sound different than your old set, and you report that here. A scientist sees your post and says, well, there are two possible explanations:
1) The new cable does something to the electrical signal passing through it that affects the sound in an audible way.
2) The new cable's impact on the signal is minimal, but you have imagined such a change in sound anyway.
Both explanations are possible (and well-documented). If the first is true, then we might expect that others will notice the same effect. If the second is true, however, then your experience won't be generalizable (except to the extent that their expectations and perceptions are influenced by the same non-sonic factors that influenced yours). How does a reader know which is the case? Well, one possible clue might lie in whether there's a sound scientific explanation for why such a cable would sound that way. If you switched from 12- to 18-gauge cables and reported that this improved the treble, I'd say you were imagining things. If you said it diminished the treble, then I'd be much more likely to agree that you heard a physical change in the sound.
Now, you might reply that, well, the best way for others to find out if I'm right is to try the new cable themselves. That's true, assuming they can do so without being influenced by non-sonic factors (which include your post suggesting to them what they should expect). But none of us have time to test everything. So what should we test, of the hundreds of products mentioned on Audiogon each week? I'd suggest concentrating on the ones whose claims are the most plausible. But to do that, you need to understand something about the science that underlies the electronics. And that's why some of us waste our breath on discussions like these.