said by sk1939:
The retailers like to price gouge you on the cost of said cable though. I went to get a pair of 15ft Mogami's from AMS and they wanted $55/ea.
If you compare similarly constructed cables from various manufacturers (star quad cable, neutrik connectors), you'll find the price differences are not that extreme. Do some comparison shopping here:
AMS doesn't have that great of a selection of cables it seems, only listing a top of the line mogami cable or cheap CBI cables that even I wouldn't buy! Hard to make fair comparisons on their website.