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I bought mine for $530 back in July... Bestbuy cracks me up.. They take up the profit and don't even have the support ppl who know what they're talking about. The most affordable 3ft. HDMI cable is $50 there, I am not paying that.
Joe Yuppie who goes in to buy a TV doesn't know about monoprice, and just wants it to work today. Personally I don't even know where I'd go for a cheap HDMI cable if I wanted one tonight... I see a $20 one on Target's website, who knows if they have it in stores..
I bought the ones at Target for $25-30 after tax. Work just fine. Can get the same quality cables for 50% of that online (amazon.com even sells cheap cables). As a former Best Buy employee let me just say that MOST of their profit is in accessories and services. markup on gear is low to get you in the door, but you won't be leaving (if they have anything to say about it) with only one item in your cart.
From a quick google search: http://www.firefold.com/Categories/HDMI-Products/HDMI-to-HDMI.aspx
Decent looking prices imo