I have read some articles about audio cables and how they need to be broken in, installed in the right direction, etc. I have also read articles about how this is ridiculous. Basically a wire is a wire. A conductor that has no directional properties. Nor do the properties change with use unless you put more current through the wire than it can handle. In that case it could get hot, melt the insulation and perhaps, if it gets hot enough, to melt or partially melt the wire. I would put most of the claim of certain wire properties as "snob appeal" or the manufacturer taking advantage of some people who are not technical and are willing to pay exhorbinant prices for claims that cannot be substantiated.
From wiki:
Many of the most outspoken subjectivists, including reviewers, columnists, and "pundits," lack engineering training, technical knowledge, and objective credentials, and most will fully admit a lack of understanding as to the technical merits of what they are analyzing, but nevertheless praise a product's innovation and performance [5] based on perceptual jargon.
Counterintuitively, subjectivists claim, but cannot substantiate, that wires are directional and therefore give better sonic performance in one direction.
Subjectivists often claim that home-theater sound is inferior to high-fidelity sound, even though double-blind tests have shown that this is wrong. Many subjectivists believe that the sound from records is superior to the sound from home theater. Subjectivists often look down on home-theater sound even though many subjectivists accept FM radio as high fidelity [24][25].