While I definitely believe in using high-quality cables and inter-connects, I was also very skeptical that there would be any perceivable difference between a moderately priced cable and a considerably more expensive one that couldn't be relegated to anything more than "the placebo effect". I was in my local Magnolia store (where I've spent too much time and waaaay too much money!) and I challenged the salesman to actually hook up the Coffee HDMI cable and perform a blind test between the Coffee HDMI cable and a Chocolate HDMI cable, which is what most of the connections in my system are (also a good quality cable - but nowhere near the price of the Coffee cable). The difference between the two cables was very noticeable. Even my wife (who couldn't care less about anything audio-related), could hear the difference. A few months later, I pulled the trigger and bought a Coffee HDMI cable for my system - knowing that I could simply return it if it wasn't all that it was hyped-up to be. I know that I'm making myself a target for all of the expensive cable bashers out there just by writing this review... I've read the hype... and I've read the bashings from the "you can't prove it with science, or measure it on any instruments" crowd, but I just wanted to see for myself if there was any true difference. I also wanted to be able to post an honest review from the perspective of someone who ACTUALLY OWNS ONE. Here is how I am using the cable in my system and my thoughts on the Audioquest Coffee HDMI cable: I listen to SACD's and watch Blu-ray movies on a Oppo BDP-103 running to a Denon AVR-4520CI. HDMI Output 2 on the Oppo will play SACD's in DSD mode through HDMI - which means I don't have to purchase and connect the additional analog cables. Output 1 will only play SACD's in PCM, but it has the QDEO video processing for higher quality video output. Because the AVR4520CI also has video processing capabilities and the HDMI cable from Output 1 is already an Audioquest Chocolate - I decided to hook up the Coffee HDMI cable to the HDMI 2 Output on my Oppo BDP-103 and take advantage of the superior audio quality that the Coffee cable would (supposedly) provide. Remember - I'm a skeptic, also.. I'm much more inclined to believe the scoffers than the salesmen - But, for the sake of the review, I'll stick to the point of how I found the cable to actually perform... There was a distinct (not subtle) difference in the sound - snare drums had more snap and the high-hats had more sparkle and clarity. Spaciousness and ambient sounds from the room, (venue, or studio where the recording was made), was enhanced considerably - to the point where it will let you know if the recording that you're listening to is sub-par. Overall, it was a quite impressive difference. What really surprised me the most (and by far the most easily provable feature), was that the quality of the video through the Coffee cable was much better, also - even though it was connected to the HDMI 2 Output of the Oppo (which does NOT have the QDEO video processor). Switching back and forth between Inputs on the AVR, it was very clear to see the difference in picture quality that was produced by the Coffee HDMI cable. I played with the picture adjustment settings for both inputs, and even turned off all of the video processing in the AVR for the Input connected with the Coffee cable - and it was still a clearer picture. No "placebo effect" going on here - because I was already convinced in advance that the only enhancement that the Coffee cable would provide (if any) was going to be in the audio - not the video. Had I not seen it with my own eyes, I would probably be cheering and waving the big foam finger for the skeptics' team - but I DO SEE AND HEAR A DIFFERENCE. I was so impressed, I bought another one meter and a two meter to make both connections from the Oppo to the AVR and the connection from the AVR to the TV all Audioquest Coffee HDMI cables. I'm not rich (by any means) and these cables are expensive - but THEY DO IMPROVE THE PICTURE AND AUDIO QUALTY. If you have a considerable investment already tied up in your audio/video equipment - then these cables WILL help to bring out the full potential of your system. These cables are meant to compliment and maximize the clarity and the detail of mid-range audiophile grade systems. These cables aren't for systems that cost less for the entire system than the price of just one of these cables - these cable ENHANCE your system and bring out its potential. If your system doesn't have any real potential in the first place - these cables will not only be of no benefit to you, but they'll probably make you realize how bad the system really sounds. To sum it all up - I would easily rate them 5 Stars for their Performance - but will only give a total of 4 Stars because of the high price. If you can afford it (and your wife won't make you sleep on the sofa for a month!), then try them for yourself. You WILL see and hear the difference.