The guy behind those cables and audiophile rocks started to post in Swedish HiFi forums probably 15 years ago his views were controversial to say the least, he made outrageous claims about HiFi, food, health and all sorts of tweaks he made to his sound system, and compared to this guy the famous Peter Belt was a complete amateur. After a while he focused a lot on crystals and started Coconut audio selling the extremely thick mains cables.
Some people on the forums thought the hole thing was so strange they speculated maybe he was some sort of conceptual artist trolling them. Then Coconut audio was changed to audiophile rocks and it still goes on, I think the guy is honest in the sense that he believes it works and that his cables and other tweaks makes the sound better.