There's still an awful lot of hype if one cable sounds the same as another cable but at 3x the price.
USB cable hype
Can someone explain the need for expensive USB cables for short runs? The only parameter of concern is impedance. I personally have verified error-free transmission in the Gbps range regardless of cable make/model as long as the cable length is short. There is no magic. It is just about impedance control to minimize loss and jitter. This is inexpensive in the MHz range. I will pay more for a cable that it is well built. I will not pay more for hocus pocus.