Monster Cable's monstrous claim: lower prices and increased performance

For the last 30 years Monster Cable has been selling expensive and, according to the company, higher quality cables. It's nothing to drop upwards of $100 on a Monster branded HDMI cable for a new TV or similarly exorbitant prices for any cable bearing the Monster Cable brand.

But Monster isn't immune from the current marketplace pressures, which has forced it to lower the prices on many of its cables come June.

Don't expect the price drops to make Monster Cable a budget branded connector, its $130 HDMI cable will still be priced for "performance" at $99 when the new pricing takes effect this summer. Other Monster cables will see similar discounts and shorter, more affordable cables will be offered. That is, if stores don't eschew the lower priced Monster products in favor of the huge profit margin that longer and more expensive Monster cables provide.

One thing's for sure; it's deep over at Monster Cable headquarters, real deep. According to CEO Noel Lee, not only will the cables cost less, they'll perform better. He tells USA Today, "We're lowering prices, due to the recession, but we're also increasing performance."