Once in awhile, it's worth re-trying some "generic" cables, not just USB but especially power cables. Generic OFC copper speaker cables can be surprisingly good as well, but less so for interconnects.
Some "audiophile" cable makers seem to think More is always better, throwing in thicker and thicker AWG, more and more shields, heavier connectors, more "silver" in the name in the form of silver-plated, more Teflon, thicker jacket, etc. But sometimes, in certain applications, good ol' generic copper wire with light connectors and jacket can present surprisingly balanced sound.
I tried a generic cable and it would cut out. Certainly the $40 Ghent silver plated copper is a giant killer but it still cant compare to the WW Platinum which is very organic and smooth sounding with no digital nasties. It is also detailed and has a black background.
It looks like he lowered the price, probably due to import tariffs.
https://www.ghentaudio.com/products/u360?VariantsId=12966,12971,12978
