That video hurts my brain...

0:37
we found a way to actually really help you use your own ears...
(3 seconds later)
you can actually see with your eyes what's going on, and then you can go listen to it

Shortly afterwards he says "this a metaphor for a cable" and my mind shifts from scepticism to sarcasm.

Is this metaphor literary or poetic?

Does this metaphor require you to use your imagination?

Is the imaginary metaphor effective in the mind and in the physical matter?

What does Plato think of your metaphor? Do you know he is dead?

Does this cable actually carry a signal from source to speaker metaphorically and literally?

Did you hire elves from Walt Disney to elven dust the cable to enhance its imaginary powers?

Was it expensive to hire Tinker Bell?

Is this the one cable to rule them all forged by Sauron in Middle-Earth?

Is this cable resistant against the dark force regarding Darth Vader when you are into Jedi audio?

Is this metaphor for a cable actually a cable or a construct of the mind?

I stop here before I enter severe silliness...

Cable and Magnets?

The prices are also sky high:
http://www.highfidelitycables.com/product-interconnect-rca.html

Would you expect anything less from the guy that made these?

That Ars Technica article does look interesting. I like this quote from the article:

"This isn’t the first time the JREF has taken on audiophile-grade cables. In 2007, the foundation offered its Million Dollar Challenge prize to the Pear Cable Company if the company could prove its $7,250 audio cables improved sound quality as advertised. The Pear Cable Company declined the offer."

It doesn't seem like that company has much confidence in their own product.

I'm curious as well. The original story is a bit weird, the challenge was whether Fremer could hear the difference between Monster and some expensive high-end cable. Though they settled on the Pear cables, Fremer offered to use his own Tara, which JREF seemed to at least initially agree was a viable option. Then when Pear backed out, JREF decided the test was over before it had begun, without offering Mike the chance to do it with his Tara, which wouldn't have required Tara providing anything or even their consent to be included.

http://www.conradaskland.com/blog/2007/10/pear-cables-offered-jref-challenge/

Here's his magnetic power video:

What a load of shit.  These guys are shameless.