"Nobody ever went broke underestimating the intelligence of the American people."
"Every crowd has a silver lining."
P.T. BarnumI see them as another player in an overly crowded cable marketplace looking to make some money on appearance. That's my take on them. If they jazz up their marketing lingo, its only a matter of time before some website reviews them and puts in its typical flowery praise for their sound, and how it made music he'd heard before come alive. It's also my take on the vast majority of the players, but hey, this is the land of opportunity.
Their speaker wire appears to be regular old OFC 12 gauge copper dressed up. They give the Nominal Capacitance - 35.0 pF/ft. Belden 9718 12 gauge has a capacitance of 21.6 pF/ft. Stuff from Sound King, Radio Shack, they'll all be similar. What does it mean? Not a damned thing. Now sound king you can get for something like $0.40 a foot, maybe less. AudioNow wants $70 for an 8 foot length. Sound King will cost you under $5. Add some gold plated spades and maybe you're around $10.
Now 12 gauge copper is an excellent cable for speakers and it remains to be seen (heard?) whether in controlled testing involving level, length, gauge matching of cables if anyone, i mean anyone can reliably distinguish amongst them.
Their interconnect...23.0 pf/ft. A rather typical value and perfectly adequate. You'll find similar values in most mainstream interconnects such as those from AR, Scosche, etc. You can go to www.partsexpress.com and do a search under the terms "RCA interonnect" and see what's available. Their availability, delivery, all that stuff is quite good. Generally speaking, the prices you'll find will be 1/2 to 1/3, maybe even less than AudioNow.