I don't read what the manufacturer says about cables and their technology. I funnel through professional reviews... now that I am a veteran of fifty years I compare any possible alternatives to Transparent... They are my gold standard. All my intereconncts with one exception are Transparent.
Now that I have ideal matching components I want cables and interconnects not to change the tonal balance, or limit dynamics, etc. that is why I chose them.
In an ideal world when all the dozens of variables involved in sound creation and conveyance were fully understood then there would be only a few manufacturers making them. But we are not close to that... hence they make a huge difference

