The Cable Company’s prices are what the MSRP is.
What Shunyata costs at The Cable Company, it also costs at Music Direct. I use the Cable Company often. Bought Shunyata’s Theta power cable last year, and quite a few other products from them over the past 15 years or so. They’ve always been responsive and respectful to me.
The Shunyata Theta list price was $998. The Cable Company’s invoice was ...$998.00. And they don’t charge for shipping, although I imagine that depends on the dollar amount of the purchase.
I’ve never had an issue with the Cable Company, and having owned a retail business myself, I find them very much on the up and up.
And I second (and third) Hoodjem’s and StuartK’s suggestion as it really is the best way to audition a product from a reputable dealer (and they make contributions to famine relief). It DOES cost 5% of the retail price, to audition anything, and they do get to keep that amount, but it is put towards anything you buy from them, even if you did not buy whatever you auditioned right then. They just apply it to a future purchase. I can’t think of a better way to hear products in my own room (acoustics) and my own system.