+1.
Monster cables and the lifetime warranty are overrrated. And since when are they considered "Cheap"? They'e some of the most expensive cables out there.
There are a lot of factors at work here. Firstly, bear in mind that the price of copper goes up every year... every single year, without fail. That means that manufacturers raise their vendor prices (the price that the dealers and stores pay). The retailers, your local mom and pop shop or GC or whoever, faces the choice of raising their prices accordingly... in an industry that is hanging on by it's fingernails to start with, or reduce their margin. In most cases, the dealer will try to find a comparable product that costs less, usually on account of savings rendered from less packaging, less advertising etc.
Monster Cable has not only raised its prices radically in recent months, they have also steadily reduced the copper weight in their "standard" model cables... their most popular line. A 12' Standard instrument cable from monster actually weighs 80% of what it used to 4 years ago... because of the reduced copper weight.... as we all know... less copper, less signal and signal quality. Monster is making it senseless to purchase anything but their specialty cables, which are great cables, but astronomically expensive, and get more expensive every year.
So, for the vast majority of cable sales, the cheapo instrument and non-specialty mic cable, many dealers are looking for a better product at the same cost, not necessarily a cheaper product. Road Hog cables from Rapco are cheaper by 18% by length than the Monster Standard, have 12% MORE copper in them, use multiple wraps and have solid metal ends instead of plastic like the Monster Standard. In ever way, a better cable. It's also less expensive, has only 20% as much packaging and has the same warranty as Monster.
Why wouldn't you want a better cable for less money? Of course you'll always find those few folks who truly believe that a Mercedes E500 is somehow a far superior vehicle to an Audi A6 4.2, simply because it costs 20% more and has the fancy hood ornament....