Let's ignore PFM and everyone on it for a minute, in fact let's keep out of hifi which let's face it is a minority concern.
Looking at HDMI cables, which lots and lots of ordinary punters are buying in ordinary high st shops . There is a big market for selling ordinary punters expensive HDMI cables which are sold in those ordinary High St shops.
I have already linked to a Channel 4 program and a Chnnel 5 program both of which give unequivocal advice (except perhaps over long lengths or in wall). Now look at a report by Which
http://www.which.co.uk/news/2010/02/no-need-for-expensive-scart-and-hdmi-leads-204691/
Although it may not be front page news, it's quite clear that responsible and authoritative publications have plainly stated that HDMI cables do not change the way pictures look on a tv screen as long as they are working.
There are many other sources on the net for blind test and technical tests
The interesting thing is that What Hifi seems to take a different line. Is it the interests of its advertisers which sway it? if so why does the same not appear to be the case for the Gadget Show which is sponsored by Currys/PC World
Could it be connected with
1) weakness in the market
2) dependence on fewer advertisers taken from a smaller pool
3) perhaps having a readership which doesn't really want to hear certain things.
4) sincere and impassioned belief