Ok, so there's an effect. Maybe it's measurable.
However, the questions include:
does it affect the sound that you hear?
is that effect consistent with the 'visible' effect? (e.g. bigger variation from 'perfect' sounds worse/better)
does the sound from the zero-effect cable justify the price against the alternatives?
Max is an engineer, he looks for engineering solutions to issues and problems in audio replay. Go and hear his stuff at the show, if nothing else he'll be entertaining. At least he's made an attempt to demonstrate a problem for which he claims to have engineered a solution.