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I used to drink the Kool-Aid and only buy monster cables. Then one day i got cheap and decided to get a normal cable (not super cheap, but reasonably priced). I tested the 2 cable back to back and noticed little if any difference. My opinion is for more consumer electronics, most decent cables will do.
I agree that in most cases the biggest difference you will see in normal cables and ultra expensive ones will be in your pocket. The reason stores push Monster Cables (and other simular) is that (in many cases) they make more on selling these cables then they do on the device (dvd player, Home Theater in a box, low end TVs, etc).
Now, if you are buying really high end gear, you are paying for the suble differences. As such, you pay for really high end cables. I suppose you should buy what best matches everything else you have. It would be pretty silly to buy a Ferrarri and ask for cloth seats instead of leather.
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