I don't think the cost is filthy IF the quality matched the price, however their cables are really low quality, better than a lot of aftermarket cables, but Apple set the bar really low. I'd pay US$50 for a cable if i knew it would last for near forever. I am so glad it's going USB C (not that USB C is that great. It handles moisture badly, and it can burn out just from high humidity). But at least now everything will at least be the same 😀 Apple's Lightning connector is a little superior in robustness, but it's no longer sufficient for today's tech.