There seems to be two possible scenarios here...
One is that the past couple of hundred years of scientific innovation in physics and electronics has failed to detect a new property in... well, wire, and that in spite of this a small subset of an already fairly small group known as audiophiles has actually discovered this hitherto unknown property, even though most of them admit "I know nothing about electronics but...". This is all the more amazing a feat of discovery when we stop to consider that this has alluded the greatest scientific minds in history, and over a hundred years of Nobel Laureates. If this wasn't
incredible enough.... It seems that NASA, ESA, Sony, Philips, Toshiba, Mcdonnell Douglas, Texas Instruments, Oxford, Cambridge, Yale, and Harvard have all been blind to this amazing discovery....
The other scenario is that having been persuaded by vested interests including cable manufacturers and Hi-Fi dealers to try these new wonder cables, audiophiles have handed over an often not insubstantial amount of money for their new toy and rushed home to try it.... Now having paid so much money for this wonder cable and having taken in the sage words of their hi-fi dealer they are obviously all fired up over their new toy and want to give it a good try.. It's an excuse to turn it up a bit louder than normal of course as they are "testing" their new purchase... Having built up their hopes and expectations over this remarkable product,
and especially as they've turned the wick up a bit of course it sounds like a real improvement.. as anything change would if the volume is increased even a small amount and especially if one is primed to hear an improvement.... Now of course there is no improvement. It was all in the mind and helped by a bit more temporary volume... but having "heard" (imagined) the improvement and having spent the money there's no going back now...
Which of these scenarios sounds more likely to you dear reader....