I have to agree with the OP.
When I bought my ZenITH last October, I bought a Supra Excalibur (Futureshop, sale or return) and the dealer lent me 4 usb cables to try, AQ Coffee & Carbon, Chord Shawline & Epic. I'll admit I wanted to like the Shawline as this would have been a match for the rest of my IC loom, but no it wasn't to be, in my system to my ears the SQ from a £200 & £450 premium over a freebie that came with my Black Ice DSD was minimal. The AQs were better but again not worth the ££s for what they offered, for me the star performer by a country mile was the Supra Excalibur, it just sounded right. To me it gave better detail, texture, bass depth and impact, with a nice openness and sparkle at the top. At £99 it was to me a bargain for what it gave me in terms of SQ so it has stayed and I've no desire to investigate things further.
I'm guessing the construction of the Excalibur is what differentiated it, as Supra have gone to some length to separate and shield the 5v/0v and data lines from each other.