Yes, it all seems so backwards. Why not buy the cables first then add components to tune them?
If you need to use cables to tune your components - you bought the wrong components. Others no doubt disagree given the rise of the cable market over the past 20-25 years. But I want to hear my components.
I like your phrasing "adds and removes little or nothing". While every cable has some sonic influence, I'm getting more to the point of believing many cables labeled or marketed for audiophiles either intrude in some way or are built with the intention of delivering a particular sonic signature. Within the 'audiophile marketplace' it would seem that many cable makers intend to offer something that differentiates their product from other audiophile marketplace cable brands. Occasionally that differentiation may be the absence of intentional alteration, as
@Carlos269 hints at.
I do understand people may have a preference for hearing their components altered by some particular cable's signature. As perhaps @caeser is asking - the question is why that preference versus a less or non-intrusive cable that let's one hear the components themselves. While there are a few noted exceptions, it is unusual to hear electronics manufacturers claim that cable xyz improves their component or lets its true nature shine through.
Whereas non-audiophile marketed cables, even pro-audio offerings either make claims not tied to sonic tuning or no claims at all, relying on specs to tell the buyer if they meet his need. It is rare that such cables need jewelry or decoration to catch the eye.