The cable didn't come on reels. It came in loose coils. So you lay them on the floor, start pulling themm through conduit, and almost immediately you get these little loops like Paco has in front of him. Within a couple of minutes, everything is so twisted up you have to stop and spend 15 minutes untangling things.
The alternative, of course, is to spend 15 minutes unrolling the rolls of cable before you start so it won't tangle.