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."

This kind of doublespeak is exactly why you don't want to buy Monster Cables. This quote is perhaps the best example of the "It's better because we say so" Monster philosophy. Simply saying that you are increasing the performance of an item doesn't make it so. The fact that come June retailers will simply replace the price tag on the Monster cables in stock further illustrates the absurdity.

If you're a Monster Cable purist and whole-heartedly believe these cables have been brought down to earth and infused with the power of the Holy Spirit to deliver better quality audio and video, I'm not going to try and convince you otherwise, since you've obviously already drank the Kool-Aid. What you should take to heart though, is that you better not buy any Monster cables until June because not only will they be cheaper but they'll also perform better. As for me, I'll stick with my affordable high quality cables from Monoprice; at least until I get my 3D television.

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