Is Bigger Better?

In my opinion, most of the lastest hype or "marketing" in audio these days have to do with power cords. 1st, all my gear has aftermarket cords but I just viewed the BMI Virtue site with the Whale Elite Power Cords. I found the site enlightening but at the same time entertaining. Pictures of the muscled designer with these huge phallic power cords. Now the disscussion, some of the best cables ive used and owned have been far from large in diameter. I recently had my home wired with 4 dedicated lines and when I asked the electrition to use 8 or 10ga wiring, he assured me that this is needless overkill, that heavy industrial machinery and huge office complexes are wired with 10ga. Are we pawns in the huge marketing machine of audio?