Let me make it simple. It is really, really, easy to set up a series of tests which measure frequency responses and loudness at each frequency either directly through appropriate equipment or by miking off speakers. The information you can derive from such is pretty irrefutable, just like the information that tells us the world is round. Yet, there are people who deny this, notably those known as flat earthers, who deny this mostly on the grounds their senses tell them otherwise.
My feeling is, as the topic indicates, that, even if you proved irrefutably that 100% of cables sounded exactly the same (that is an example, by the way, not necessarily my opinion), you'd still have a significant number of people who chose to believe their ears, rather than the facts, just as with the flat earthers.
Given that, if you asked 1000 people outside a shopping centre whether cables could make a difference to sound (assuming you'd find that many who would take you seriously) 99% would answer in the negative, it is interesting at an intellectual level to try and find out, in the world of HiFi, a) whether there are differences, b) how many people would choose not to believe the findings, and c) what the reasons for non-belief would be.
Another question worth posing is why technical testing is never used for cables when it is for every other HiFi device. A subset of this is to ask why there is so much opposition, as seen in other cable threads, to tech testing. A further subset is why is should be that many assume the results of such testing would not be in favour of those who hear differences, when the reverse is just as likely to be true.