With a faster switching signal. The problem is that the faster you go, the more of a problem defects in the cable are, a pair of data lines with mismatched length, connections that cause internal reflections(because the connector has a different impedance than the cable), and crosstalk between different sets of data lines all become problems.
This is also why the cables rated for the fastest data transfer speeds also are generally pretty short. Signal integrity is harder with longer cables.
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