counter-counterpoint: I bet a large portion of the people you're talking about are genuinely price conscious consumers trying to make the most educated purchases they possibly can. I doubt these people would be the same type that blindly buy an hdmi cable at a 20% markup... how simple is it to compare prices these days online? If you're traveling to a book store then buying through amazon I would bet money that you're probably going to price check that Amazon branded hdmi cable.
