Small cable companies making preposterous claims?

Not intending to be cynical but (here I go anyway), what makes you think the statements in question are "preposterous claims?"
In an industry that tramples all over science on a regular basis, where claims of mythical levels of improvement are the norm, where measurements are discounted because "there are things science cannot explain," where listening tests are not considered accurate, and where the target audience eats the stuff up to the point where some spend more on their cables than on their components, who can really say how big Alice is?

Most smaller companies offer free trials. I suggest trying cables from several different manufacturers, comparing to cables that you already own and enjoy, and then reporting back. It might be enlightening, entertaining or entirely as you suspect.

Maybe what audiophiles need in terms of trying out cables, especially speaker cables is a consortium of members's cables that circulate like the dishes at a sushi bar.

Thank you Jim for not taking my sarcastically cynical first post as mean spirited, which it was not meant to be. I am interested in other's viewpoints on your topic and, as usual, Al has added some salient points based on his significant experience and science.
Your members circulating cables suggestion sounds like it would be fun to do. I have shared a few of my "backyard" creations with others in the past, both cables made from readily available commercial high end bulk cable and a few of my "made from scratch" efforts and I am always interested to hear how they are perceived by others in their own systems. In one case, based on some loaners I sent out, a long-time equipment designer commissioned me to make him a pair of ICs that he found to have particular merit in his system, when compared with his $3K reference wires! In addition to making one feel good, that is an example of how a guy in a garage can make stuff comparable (at least in one system) with some of the major mfg offerings.
Chris VenHaus at VH Audio is another good example of a guy who started with some ideas and a lot of trial and error, has ended up with some very well-respected cable designs that compete at any level.

Barto, did you get that from the super secret book titled, "Marketing Plan for Start-Up Cable Companies"?