Ok, explain this one. I too hate the ridiculous prices of monster cables. I resent the fact that the sales people who just made a pretty dime off me buying expensive equipment try to make me feel like I won't get my moneys worth unless I spend a lot more money on the best cables. I have read about analog vs digital and that as long as the signal is there thats all that matters. So I have been happy using cheap cables, even the one that came in the box of my directv hr-20. Until, the other day I picked up a blu-ray open box buy, they wouldn't honor my 12% coupon because the player wasnt at full price...so I used the coupon on a hdmi monster cable after arguing with the rep that their full of crap, she said just bring it back if you dont like it and by the way you get a free movie with it also.. Fair enuff. So I was too tired to re-run all the cables that night so instead of hooking up the blu-ray, I just replaced the hdmi cable on the hr-20 with the monster, both only 4'. Next day my wife asked me what I did to the tv (she understands nothing about what is hooked up to the tv) I asked why, whats wrong? She said "nothing, it just looks better, like the stuff in the stores". I said it already did, she said "no, it never looked this crisp and clear and the colors are brighter". I finally took the time to watch some tv, and I agree with her, I even tried another cheap hdmi just in case it was a bad original one. That is the best test possible, my own eyes. Now I am not saying the price is worth the better picture, because it is still great with any hdmi or component cables. The only true test would be having the exact same setup side by side running the same content. Its like wine, the expensive bottle is not necessarily better then a cheaper bottle but you've gotta try both and if you like the cheaper one or can't tell the difference, or just want the buzz, then definitely save the money. Sorry such a long post, but had to post my honest findings.