Longer is better?

As follows is what AI had to say on the question at hand.  Interesting. 

Shorter USB cables are generally better for connecting a streamer to a DAC in audio setups — they minimize electromagnetic interference (EMI/RFI pickup), voltage drop (especially if bus-powered), and overall signal risks.

•  Longer cables increase potential problems — more chance of noise, power issues, or even dropouts beyond ~5m (USB spec limit), with no real benefits in typical modern asynchronous DACs.

•  The “reflections” argument for longer cables comes from a niche audiophile claim: very short cables (<1–1.5m in some old discussions) might not let signal reflections (from impedance mismatches) decay fully before the next data bit, potentially worsening jitter in poorly matched systems.

•  In practice, this claim is weak and not widely supported — modern asynchronous USB DACs reclock and buffer data with their own precise clock, largely eliminating cable-induced jitter/reflection effects; measurements (e.g., Audio Science Review, Archimago) show no audible/measurable audio differences from cable length variations when the link is stable.

•  Consensus from engineering & objective tests — shorter, well-made, properly shielded USB cables (0.5–2m) are reliably better or neutral; deliberately going longer to “fix reflections” is mostly cable-marketing hype, not physics-backed evidence.

•  Bottom line — Your retailer is likely stretching (or inventing) a reason to sell a longer/premium cable. Stick with a short, quality one for best results.

Sleezaball. Minimizing signal path is better, within reason. Use your best judgement

That’s what she said

Did you ask him why he said that?

@thecarpathian as follows are his words right after he told me my existing cable was “hideous” and provided poor sound without asking me what I thought about my sound. “For instance, we always try to persuade our customers out of getting short digital cables (less than 1.5m), they don't sound as good as a longer version of the same cable. Regardless of manufacturer, short digital cables sound less coherent, less focused, and less spacious than a 1.5m cable (optimal length). Even if you must coil up the extra length, a 1.5m will outperform its shorter siblings.To put this a different way, a 0.5m sounds like a local bar band; they know all the notes, they have enthusiasm, and the gist of the song - but just don't have quite the skill, experience, or the best stage gear to make it sound great. A 1m sounds like a successful cover band, more familiarity with the material, bigger sound, definitely higher skill level, and better instruments too.  The 1.5m sounds like the band that wrote the music and cut the record; easy and effortless, they've been joyfully playing together for years and have an unmatched, relaxed musicality and coherence. A 0.5m digital cable is sonically compromised, sounds clipped, aggressive and washed out - shorter is worse.