I have a colleague at work who has "Golden Ears" syndrome. He believes that he has heard differneces between wires. He even believes that equipment with vibration dampening weights sounds better! When I talk double blind listening tests to him he thinks they are invalid because to him it is the subjective that matters. Not good thinking on his part.

People actually want to belive in magic. If you are a true beliver all the evidence in the world won't sway you. Snake Oil will always find customers.