Nope, and not what I said. The impedance from Ares through Effect Audio's lineup all the way to Mars when I tried them was roughly the same--if there are volume differences they were very small. You are paying roughly $1800 because gold is expensive (whatever your theories or observations on what it does to sound), because R&D costs money, because it is a prestige product and because the market this is competing in already has many cables at that price or near it. It wouldn't make sense for the to offer a cable response to Brimar and Kimber Cable upper models at half the price.
I don't personally have enough experience with cable materials and cable geometries to judge what difference is made by gold. I also have a healthy distrust of cable maker claims, but when I listened to most of Effect Audio's lineup at Canjam London, I liked Mars best and it is gold plated silver.
I had pure copper, pure silver, and hybrid copper in comparisons, and the one with less conductivity, the Mars, was the one liked best with the Noble Encore. I also tried the Leonidas and preferred the Mars. If the Horus is "much much more" on sound quality than the Mars, I'll be a big fan. What will be interesting is when I can make a comparison to Double Helix Cables Symbiote Elite 8 braid pure silver cable, which is the top in my stable.
Silver is the best conductor, period. Copper isn't far behind. Gold is much much worse on conductivity. I don't think conductivity is the be all end