Ok. First off, I tested this cable in comparison to my $3.50 HDMI cable and let me tell you, there is no difference. HDMI transmits 1's and 0's. The cable never improves colors, or signal. If your cable can't transmit well enough, you get nothing. No picture, no sound. Just like you wouldn't get a connection to the internet. You don't get a "fuzzy internet connection" when the cable is of poor quality, and you don't get a faster connection when the cable on your computer is better quality. You just either get it, or you don't. Ultimately the picture and sound with this cable is the exact same as it is with a cheapo HDMI cable.
That being said, I was looking for a cable that I could also use to hang my 73" DLP on the ceiling. I figured "Hey, if I'm going to need a cable to hang this beautiful behemoth, why not also make it the cable that will transmit the above-mentioned 1's and 0's?". It works. My TV is now suspended in the air by this single cable and thanks to all the high quality materials it has, I have no doubt that it will prevent it from falling on my family while they're watching TV. My $3.50 HDMI cable couldn't do this. I know, because it cost me my daughter's 19" HD TV and 4 stitches on her forehead to find out.