I'm a bit annoyed that the only comparisons in the article are Apple's gold plated cable and then three random Amazon fly by night cables. I wish they had tested a more reputable cable that was maybe only 1/4 of the price of the Apple cable.
This is why I scan comments before reading the article... I'm more interested in comparison of high quality brands than junk, since I'm already not going to buy junk.
There really aren't any, at least for genuine Thunderbolt 4 cables. Anker's 2.3-foot TB4 cable is $40, or about $17.40/foot, while Apple's 1-meter TB4 cable is $70, or $21.30/foot. Not a huge difference.
Apple certainly gouges people a lot of the time, but I don't think their Thunderbolt cables are an example of this; they're genuinely complicated pieces of engineering.
Watch the Anker TB4 cable on Amazon, it’s frequently on sale. I snagged it for $29.99. If it’s for connecting your Mac to a 4K or 5k monitor, I think Apple’s cables are worth the premium.
Anker Thunderbolt 4 Cable 2.3 ft https://a.co/d/23pCtRE