All cables will impose their own sound. But we need to be sure that we are correctly identifying the sound of the cable rather than the interaction of the cable with the system or what it reveals of the system. If my system was warm and woolly, and I've balanced this with lean, bright sounding cables, a more neutral or revealing cable will sound warm and woolly. I may therefore declare my cable better in my set-up but this is an entirely separate issue from which cable is better.