Equipment and room acoustics play a great deal in how much information you perceive from an audio wave. It's shocking when you step into a treated room from high-end speakers. I've done a lot of damage to my ears over the years as a sound engineer, tour manager, musician. I have mild tinnitus. I can still walk into a treated room and listen to audio from a high-end sound system and have a bunch of "OH SHIT" moments where I perceive so much more information than I do through headphones, car stereos, high-end home systems.
The last 1-2 decades of computer audio have been a race toward the bottom of punchy bass and air'y high end. It's the equivalent of motion smoothing on TVs. Except nobody talks about it, you can't turn it off, and 'good sound' is just stuff that has a tight thump. This is true of every range of products from Airpod Max's, to high-end Bang & Olufsen to Sonos systems.
Anyway, my point with that is...Sure this stuff may not get preference in a blind test. That's missing the point tho. The audiophile's pursuit is to limit points in the signal path that create distortion and cause loss of fidelity.
Do these cables do much? Probably not compared to another pair of cables with gold plated connectors and high-quality copper. That said, the real test in high-end gear is not a blind test of one song, it's doing something like listening to the snare drum ring in 10 different songs, something with a lot of resonance and overtones, and see if you can actually perceive more information across a set of songs.
If all these cables offer is high-quality materials, construction, and quality control and the cost to produce them is 60-80% of that. Then great, I am glad they exist and I hope they make a buck making them.