Professional gamers (yup there is such a thing) can tell if a game frame dropped at 60Hz (16.666ms) I couldn't but I'm not going to negate that they can't because I can't.
Same applies to professional racers, they can be on the edge of grip vs sliding out of control.
Just because we can't perceive the extra sound quality it doesn't mean others can perceive it. Still it does sound silly to me to purchase those very expensive cables, it has to have some placebo aspect to it, but so what, it's their money.
They probably spend more on the right arrangement of furniture and sound dampening items situated at the perfect location than on the stupid cables to begin with.
One thing that irks me is how restaurants don't use a professional sound engineers to design a public place where the echos of a crowded place just doesn't make your stay a better experience, you'll think that the right acoustics designed in a place that is going to be crowded will help. I know there are specialists in that area, but businesses never think about it so most places are just loud due to poor acoustic design (if any).