I saw a thread on an audiophile forum a while back, by a guy who set up a blind listening test for speaker cables for two of his audiophile friends who were having a pissing contest over which overpriced brand of cables sounded best.
They did the test through the tester's high-dollar, high-end home audio system (with which the listerners were familiar) and used mutually-agreed-upon reference listening material of various genres.
They ran the test and discussed the results. I can't remember now whether the two agreed on which brand was best, but they did agree that both were excellent.
Unbenownst to them, their friend had not been using either of the two high-end brands of speaker cable. In fact, he had not been using speaker cable at all. He had rigged
coat hanger wire with the appropriate connections and used that in both listening tests.
This is a perfect example of hearing what you want to hear, and how subjective all this stuff can be.