Any cable you have to wrap it the way it wants to go, any forcing of flexible wire will always cause damage. That is the nature of wire until we create an improved technology. This is not just computer cords, it is ALL cable, from power supply for concerts to the home depot cords (even the most expensive). You can manufacture to allow prolonged life, but expect a heavy/hard user who wants to not take care of the cable, and expects it just to just last will be the first to fail. If you believe otherwise, the cable business needs your help in creating the technology.