I'd love to meet their copywriter!
"Tonally, the Reference has been described as delivering real "fulsome" neutrality, not the sterile analytical sound that so often characterizes lesser cables. So benign and hard to identify is the tonal character of the Reference as to be compared to the taste of water, which of course is tasteless."
"With the The Essence Reference-II power cord, your system's noise floor will disappear into oblivion. Cryogenic processing renders the Reference-II absolutely grainless. Close your eyes and it's not hard to imagine yourself at the original recording venue!"