Placebo effect is worth paying for. Audio and visual perception, in the end, is all in the mind. It all ends up as a psychological phenomenon - pure interpretation. Thus a placebo effect, especially for audio or visual interpretation, is entirely real in my opinion. And worth paying for.
Everyone's brain is wired differently, thus we all "hear" and perceive things in an individual way. Belief systems rewire the brain (memory is electro-chemical configuration). Thus scientifically, believing in something can in fact alter its perception to you.
Note that Dunlavy does say that cables have very different electrical properties which are measurable. As an engineer, Dunlavy has decided to build cables that focus on optimizing these electrical properties. They might even sound good? Too bad their appearance is crap.
I personally find that good looking speaker cables (fat, color coordinated, well terminated) "sounds" better. Thus I pay.