welcome to world of high-end audio. It is truly amazing how people with far more money than brains are susceptible to the placebo effect. Tell them it will improve the sound and, lo and behold, it sounds better. There are plenty of companies that make super cool looking cables that retail for thousands of dollars. the funny thing is these suckers absolutely believe they are getting a bargain. yet, in double blind tests, no preferences have ever been shown.
And the most amazing thing is the super high end power cables and voltage stabilizers that "lower the noise floor". Mumbo Jumbo.