Bruce, I totally agree that cables are overhyped.
I also agree that bits are bits and, as long as the signal makes it through strong enough to reliably tell a zero from a one, you should be OK. However, although the message is digital, the signal is still electronic (or optical) and subject to physical limitations. Kink, crush, or fold a fiber optic cable in half and it's useless. Send a "digital" signal over a lengthy copper wire and you will experience signal loss. In both cases, bits simply will be dropped (sometimes all of them); the ones that make it through will be read perfectly but you would have lost "information".

Probably the main culprit in the cable hype phenomenon are the very poor quality cables or cables poorly utilized. I once caught an installer stapling a fiber optic cable to the studs, with the expected results. The client could have easily been convinced to invest in "better" cable at that moment by any opportunistic snake oil salesman.

Anyway, this would make for a good debate at some dusty Outlaw saloon. I hope you enjoy your 970 as much as I'm enjoying mine.