Before we get to decide what to measure, we need to decide if the observation is true by nature of at least good percentage of people saying that is the case. Then we can interview them and find out what they are hearing. I am trying to go one step at a time here.
The fact that the cable industry exists is good evidence that lots of people are hearing differences. I don't think marketing alone is responsible. Everyone's system is different so there will be differences in the perceived sound changes. It would cost a fortune to do an exhaustive study.
If you don't trust what your ears are telling you then why waste your time listening at all?