lmao at that article
Steve, here are some considerations:
SHAPE: A wider cable will have lower impedence. A shorter cable will have lower impedence. Think of impedence as something that really doesn't like electricity to flow through it. Impedence dampens the signal (weakens).
PURITY: Another consideration is the quality of the conductor itself. The material used can affect the sound too. Gold is more conductive than copper, for example. In engineering, we quantify this as conductance, which is related to the aforementioned impedence inversely.
There's also SHIELDING, which is the insulating rubber around the conductor. If your cable has inside it two wires side by side (one negative one positive, or one positive one grounded, etc) then you may have a problem with interference as it can act like an antenna at certain lengths (see shape). If it acts like an antenna, it interferes with other devices and other devices could interfere with it, messing up your signal. The most common is cell phone chirping and radio stations picking up on your wire. If it's coaxial (the two wires share an axis, with one as a cylinder shape around the other one) then you have a lot less interference given off. You also have to deal with more surface area on the conducting wires (especially the outer cylinder one) because of an effect of conductance called skin-depth. Imagine your wire is a river. If you observe any river, no matter how thin, wide, deep, or so on, you'll definitely notice that along the extreme edges (the shorelines) the water doesn't move as fast. It's a similar effect.
CONTACTS are what I'll label next, the actual soldering joints at the end of the wires. These should be strong to resist breakage and done with the right technique to ensure good conductance. Also under this category I'll put the quality of the tips. A lot of higher end cables have gold plated tips, most cheaper ones are nickel or some other less costly conductor.
and lastly, the obvious workmanship. Quality control and standards for margin of error, and such.
Fiber Optic and other high frequency wave guides really wouldn't help much cause the music spectrum is around 20hz to 20khz, while those babies operate in the Ghz (million vs thousand) frequency range.