You’re right. It is the worst sales pitch.
People who know of Nordost’s eventual "larva-into-butterfly" transformation just suck it up, especially since, once it’s broken in, it is exceedingly good at bringing together dynamic contrast, dynamic range, decent tonal color (not as good as Transparent, Shunyata, Synergistic, though), extremely defined bass, soundstaging, imaging, correct timing and rhythm (no, ALL cables do NOT do timing great, as many musicians could tell you).
But at the beginning (and who knows, maybe they’ve improved on it, although I doubt it), it can be challenging. It’s certainly not for people who have no patience, or the "all-cables-are-snake-oil" crowd, 🙄 I’ll tell you that, so that leaves out a significant number of people.

