The way I read it, he is saying that yes the 'hit' is subjective, but the performance of a cue (how it performs on a pre-established set of different shots) can be measured. I like the analogy to a road test. Just like Car and Driver has a well defined series of tests (ie acceleration, 1/4 mile, skid pad, etc) that every car is put through.. a person should put together a collection of shots representative of all facets of their game and run each cue through those consistently. At the end you should come out with two conclusions.. one being how well the cue performed this suite of shots.. the second being the 'hit'.. did you like it? Did it set off that tuning fork in your loins or however Kevin Costner said it in 'Tin Cup'?
Actually golf is a pretty decent analogy here too... I have played for over 20 yrs, and when I play regularly can hold a single digit handicap.. so for me, if I am going to buy a new club (say, a driver) I prefer to be able to take it to the course, and put it through a series of shots.. how well does it hit straight shots, draw shots, fade shots, low wind cheater shots.. how does it handle my normal swing.. how does it handle when I really crank on a swing... how far does it hit compared to other drivers. There have been many drivers over the years that did all these things just great (they performed well), but I have put it right back on the shelf because I hated the sound it made.. or hated the feel of the hit at impact, or just hated the way it looked when it was set down by the ball.
Ok enough rambling.. so in the end I guess I am saying that while you can't really measure the 'hit' of a cue, you can consistently measure the 'performance' of a cue, at least as it relates to your stroke/game.