The more they can get people believing in this sort of thing the better for them because it makes the more central cable assumptions seem normal and thus believable and accepted as fact. In other words, better that this sort of fringe argument become contentious rather than the main issue of whether cables make a difference.
My own view and experience is that cables make a difference. However I have taken part in cable rants before myself. I also believe there is a lot of bullshit about the subject and I also think cable rants focus on the wrong thing. I think we need to focus not so much on whether they make a difference as how the hell the prices can be justified. All speacialist hifi is overpriced. Its just that cables are among the worst examples and we need to say NO ! We also need to avoid being distracted by shite like the above.