The points made by @biketech60 reinforce my belief that the main problem with high-end cables is the shameless mark up. The just don't cost anywhere near, as in not in the same universe, what it costs to manufacture, distribute, and ship. How can I trust a company that wants to get me to pay 10 times the cost of the components used in a power cable?!? And no matter how they spin it 102ssc is not PCOCC.