That's a pretty good price from a retailer! However, the general consensus on the web is that www.monoprice.com has the best pricing around for cables. I personally am running multiple cables from here (including a 35-foot HDMI to M1 from my 990 to my projector) and am very satisfied.

A 15-foot HDMI/DVI cable is only $6.71:
http://www.monoprice.com/products/produc...format=2&style=