I did buy a $12 cable. It was quite stiff compared to the others. It was also, the only one I had to fuss with. That is to say, it didn't work until I had unplugged and reset it a couple of times.

To be sure the big box places like best buy, circuit city... They tend to want at least $70 per cable. BB did have some store brand cables, on an out of the way shelf, still they were $50.