Interconnects for turntable set up

My dealer is raving about JPS interconnects. He tells me he used to carry Cardas and Acoustic Zen but he dropped both after listening to JPS. I called JPS and the owner told me the technology in JPS interconnects is way advanced compared to the 2 brands mentioned in this thread. Is this just alot of hype or is there validity in his comments.
If it sounds too good to be true????????????
Call Cardas and Acoustic Zen and ask their owners how they think their cables compare to JPS.
Either Cardas and/or Acoustic Zen dumped him or he makes more money on the JPS.

All 3 are very good products.