forget the technical aspects and look at it purely from a marketing point of view.
if he states the case often enough objectors will eventually give up objecting through apathy,and hey presto at that point it becomes quasi accepted. new buyers enter the market and the quasi acceptance becomes absolute for those who know no better, and he has an instant market for his bullshit.
naming a problem and offering a solution to the perceived problem is market self generation, simple as that.
if cable directionality is audible then why do we need the cables marked, surely we can all hear it right? after all it's audible Russ says so.
Quote from that link.....
"There are some people who like to try to prove to other people just how audible the correct electrical polarity is for proper music reproduction. These people claim to be able to listen to a recording and determine within a short listen whether the polarity of the recording is "correct" or "reversed." When they hear a "reversed" recording, they will jump up, and swap the "+" and "-" speaker leads on both speakers and, voilà-- wonderful sound in proper polarity. This is complete baloney. What they are hearing is not the effect of reversing the electrical polarity of system. What they are hearing is how the system sounds with the audio signal traveling backwards though the loudspeaker which contains connecting wire, wire in the voice coils, wire in component leads, wire in the inductors in the crossover, and the capacitors themselves. They all sound different when the signal travels though them backwards."
What utter and complete bollocks, whether i use an inversion switch on my cd player or swap polarity by flipping one half of the cables it sounds the same. when i totally flip the cables, speaker to amp, it makes no difference at all, yet they are reversed.
if anyone has the last Richard Hawley album please try it for yourself, its the most phase sensitive cd i know.