It's the CEA, would else would you expect. Add some slight of hand 'marketing' re-named similar functions/features to sell something.Why do you think that dreamed up the 'con' of relabeling LCD TV's "LED"? I beleiev Vizio is the one that started using "direct" to separate those from the edge lit. In this case it is actually correct and not misleading.
Magnolia has a cable for $600.
If you need a longer one, here it is;
Makes Monster Cable look really cheap.