One of the reasons WHFS&V has the biggest distribution of any hi-fi/AV magazine is because it refrains from getting overly technical and scientific. The magazine is a consumer magazine with a broad appeal, covering all the different ways of listening to and watching entertainment - hi-fi equipment, systems, TVs, blu-ray players, mobile phones, portable music devices, tablets etc. The magazine makes it clear that its reviews are subjective and, for the 20+ years I've been reading the reviewers have consistently made clear the need for people to audition items themselves, taking the reviews as a starting point. The whole WHFS&V concept is one of being accessible and approachable to a range of readers, including technology novices.
If you want scientific objectivity look elsewhere at more niche/specialist publications and possibly at other forums too.
My own opinion on the HDMI cable matter is as follows. There are several cheap HDMI cables that simply don't provide a consistently reliable connection. I've seen myself, both when I was working in the trade, and more recently as a consumer. A certainly level of construction quality is necessary to ensure reliable handshakes and communication between HDMI connected devices. Beyond that, I'm not convinced that digital cables make much, if any difference to picture or sound quality although I do still believe analogue cables do.