"IsoTek Creative Director Keith Martin says of the cables: 'Our engineers spent months measuring the resistance from the power station to the wall socket and concluded that a ‘dirty’ plug would create more resistance than all the wire in-between."

http://whathifi.com/hi-fi/archive/20...ns-cables.aspx

And the response below the news release: "Call me cynical if you will, but doesn't the fact that a mains cable manufacturer has a 'Creative Director' tell you all you need to know?"