Speaker Cable (sorry!)

I hope this won't be classed as 'advertising' but it might be relevant to the conversation. It's a bit of a rant on my part in fact.

A year ago I decided to chip in a 35 year career and take 'early retirement' by turning my hobby into a commercial enterprise making cables.
One thing that motivates me is the outrageous amounts of money some cable peddlers are prepared to ask for cables that are actually nothing special at all.
Wait! Before you all jump on me...not to emulate this dubious practice of course, but to rebel against it and become a market disruptor by selling better made, better looking, sensibly priced cables. After playing around with literally hundreds of cable types and knowing without any shadow of a doubt that there isn't much of a margin to distinguish the sonic properties of cables I put more of a focus on other aspects than how they 'sound', such as build quality, durability, aesthetics etc.
e.g. I'm a fan of braided cables because a braided conductor geometry is a 'real thing' that is measurable and actually works to help mitigate EMI/RFI. Notice I didn't say 'remove' there. I think external noise is possibly the single biggest influence or sonic component affecting how cables 'sound'.

I don't make any ludicrous, outrageous claims that my cables will 'transform your listening experience'. On the contrary, I offer to loan prospective clients cables in order that they can make up their own minds and explore if there is a 'synergy' with their own systems. If they don't like them for any reason then send them back, no problem!
I hope this is the concientious and honest way to sell cables to people instead of building fake mystique or a false notion of 'specialness' due to using exotic materials and production processes and gimmicks and I propose it should be made absolutely obligatory for all cable retailers to offer this as a service.

I wouldn't class cables as snake-oil necessarily as you need them to transfer signals and data after all! The snake-oil regarding cables is the false and unproveable claims made by some with damn-near fraudulent asking prices!
It's interesting to hear people talking about the 'differences in how they sound', however I'm sort of impervious to it these days preferring to avoid arguments or any form of discussion as well as knowing that most of those differences are down to perception rather than anything real/measurable.
Grrrr