Not just "listen very hard", but "listen very hard during a double blind test".
I remember a thread on avsforum.com where one individual has claimed he could hear the difference between cheap and expensive cables. Someone on the forum offered to travel to his house, do a double blind test, and post the results. The individual agreed, and the test was performed. The results of 20 tests were something like 12/8, where 12 was the number of times he mistook the $5 cable for the $900 one.
Well, that was kind of expected, however the most interesting part was that despite this clear evidence, the individual still refused to change his mind about importance of the "high quality" cables. It was a bizarre and eye opening experience for me to follow that development.