As a former Hi-Fi salesman, that one cracks me up.
BTW, I never spend more than a few bucks for an HDMI cable. The prices some of them command just plain cracks me up. Ignorance can cost you a bundle.
I've heard that what can drive up the cost is a good plug that can handle a lot of use. If you plan on connecting it to the TV and leaving it there for five years until you get a new TV the cheap cable is more than enough. On the other hand if you move the TV daily then either get a good cable or a lot of spares. One problem is that though good cables are expensive, there are many bad cables that are just as expensive and it is difficult to tell the difference without doing some destructive testing to see what really lasts.