Need advice for a buddy

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Dude can you ask your buddies on the forum about : a friend just called me wanting to know about after market power cables. His system will be permanently installed his tech is suggesting upgraded power cables but he thinks it would be better to install a Richard Grey power conditioner at the service panel then direct wire or solder the 10-2AWG wire from the RG power conditioner directly to the amps. His argument seems sound enough : less connections equals less loss and less points of interference.
So the questions are
1. Is it better to direct wire from main power to the amp eliminating the power cord altogether.
2. If using aftermarket power cables between the wall outlet and the amps is preferable and it can't be due to current flow as a direct connection will always have less current loss. Is the concept that the power cable is somehow "conditioning" or "filtering" the electrical current.
ATC SCM40's,VTL TL 2.5 Preamp,PSB Stratus Goldi's,McCormack DNA 500,McCormack MAP-1 Preamp,Pro-Ject Xtension 10 TT,Ortofon Cadenza Red/Nordost RedDawn LS Speaker cables, Bryston BDP-2, Bryston BDA-2,PS Audio AC-3 power cables