Part of the problem is there are people on saying its all a rip off and it seems patently obvious that they have done next to no demoing. They have just decided that its the case. i also dont go along with the comments about placebo effects.Perhaps if you are easily influenced you could get stung with a hi fi placebo ,but not if you have even half a clue about hi fi and what you are listening to. Ok, some cables sound v similar but some do not. I have heard the differences, some so dramatic that i bet even my gran could tell the difference.Anyone that says its imagined really is rather foolish. I currently have x tube 400 speaker cable.I have also heard the 300 and the 350.It is an absolute doddle to hear the differences when they are demo'd against each other.In fact i am going to change the run of cable to my tweeters to 350 as it is less sibilant and smoother sounding than 400 which is better with mon audio speakers.Quite noticeably so.As for hearing through the ear and through other areas, nearly all your hearing is through the ear and only a small part through the bones. It is still all interpreted by the brain in exactly the same way, vibration of the hairs in the inner ear.I dont see how that could possibly be connected to placebo effect as placebo effect is psychological and not physiological.Tthen of course we have the great conspiracy theory.Would someone tell me why , say, chord co make a range of cables? if they all sounded the same why bother? Its a lot of hassle and effort to make several products when one will do. As for mains cables and mains conditioners. RFi exists doesnt it? Thats proven and we know what it can do to sound.If a product removes it then surely it will make a difference? Only the most dogmatic,ill informed and illogical person would suggest otherwise. Anyone heard an isotek minisub in action? It will take your breath away, thats how much of a difference it makes even on budget kit.If you genuinely cant hear it you should just give up.