I've seen so many of these conversations on monster cable lately. They were just written up in forbes too. Its hilarious. They have been so successful they are moving into other markets. We will start to see other monster branded stuff soon enough. Its marketing genious. They take advantage of the typical american idea that more $$ is better. They also take advantage of marketing 101... when you spend extra on something you justify it. Your mind constantly reassures itself that the purchase was correct. In your head it sounds better. Ive yet to see any scientific tests done that favor Monster cable (unless monster paid for the test)