Because that's a misunderstanding of how bias effects work, and the range of bias effects.
"Expectation Effect" or "confirmation bias" - forms of expecting something to sound better - is not at all the only way you can misperceive things. Look at this list of known bias effects:
en.wikipedia.org
Our conscious attention is nowhere near some strict, reliable machine or interpreter. Perceptions often arise based on how we feel, or how our attention happens to be directed, consciously or unconsciously, at any given time.
So let's take, for the sake of argument, that you have two different AC cables. Both are exactly the same design, but one has been made to look more expensive, and it has a higher price.
As you listen, you may experience something like the primacy, or recency effect: you may be more cognizant, or remember details when you first began to listen better than subsequent listening. So if you listened to the "cheaper" cable first, you may perceive or remember detail that was different from listening to the "expensive" cable next. And then "hey, what do you know? I thought the cheaper cable sounded better! Clearly it must be true, because it wasn't what I was expecting!"
But there's all sorts of ways to misperceive. Merely setting out to compare the sound of two different items already sets up a bias for hearing differences. Our attention is not completely under our control, and just in how you find yourself concentrating on one vs the other, can lead you to "hear" differences. You can have the experience when you are least expecting it. One morning you are listening to a piece of music and based on your mood, or just how your attention happened to be directed at that time you think "Wow, I've never heard that horn part in the back of the orchestra so clearly, or with such burnished beauty..." and then the audiophile impulse is to think "well, what did I change in my system that might explain this?" And you attribute it to the new cables you bought, or that your amp is finally "burning in" or whatever.
There are just so many ways your perception can be influenced, to misunderstand the basis for an impression, that go beyond mere placebo/expectation effects.
Nobody is immune, nobody can totally predict it, that's why science involves controls for bias, even for the scientists who are acutely aware of such biases.
And the "measurement aficionados" - I'm guessing the ASR crowd would be implicated - already know this. It's usually the purely subjective based audiophiles who are under the misunderstanding and make assumptions like "I didn't expect what I heard, therefore it wasn't a bias effect."
Cheers.
*(And none of the above, the mere discussion of bias effects, means you therefore are NOT hearing real differences. Of course we hear real things all the time. But IF one is trying to get to the truth of such matters, it will involve acknowledging that there is "bias noise" to deal with as a variable, in one's method of investigation).