I've treated my room with curtains & tapestry which help. I have a friend who has spent a lot of money of room treatments and to me his room is too dead sounding, I like the 50/50 approach, not too dead or live. But, even treating a room is subjective unless you have a spectrum analyser and the knowledge to find the correct treatment for the problem that may be found.

I'm not saying any one else's approach is wrong but for me the cables should be an overall improvement in the sound, better resolution, detail etc. I've not purchased any cables with a "fix" to my system in mind. Nay sayers there will always be but these cable companies are able to voice cables, that's why it's possible to use them to tailor your system to sound a bit warmer or extended etc. I like cables who have a rep for being neutral but that's even a moving target as who knows what "neutral" should really be. Audio is like the 60's man, if it feels good, or in the case of audio, sounds good, DO IT