Got in an argument with a guy at comet once about this. I knew already that a HDMI cable (providing it's 1.3 compliant) is as good as any other HDMI cable. I went in and asked for one, and he gestures to a selection of overpriced hugely thick cables. I think the cheapest of them was £30, and the range topped out at £100. I asked if he had any cheaper ones and he said "whats it for". I explained it was for my home cinema stuff, and he suggested I go for the £100 jobby. I politely told him where to stick it and he pointed over to two identical LED screens. He says the one on the left is running the cheaper cable, the one on right is running the expensive one. "Bull" I say, "it doesn't say yesterday on my birth certificate mate", to which he retorts "well if you're willing to settle for second best, go for the cheaper one....". It's not that they were close in quality, one one running HD, the other was SD. I warn him about false advertising being against the law and he nods re-itterating his bull about expensive leads. I walked over to the screens, tilted the left one forward and he comes over flapping "no sir, don't touch them, you'll set the alarm off". As he gets to my right shoulder the TV goes black, and I emerge from the back of the set with the S-video lead in my hand. I shook my head, looked at him and said "prick". Then left.