Very true. I've seen people pay ridiculous prices for HDMI cables at Circuit City and Best Buy, mostly because of the employees pimping Monster. People seem to think that because they're more expensive, they're better than cheaper cables.
Personally, I'd recommend Monoprice. In my last order, I paid less than $15 for two HDMI cables, shipping included.
Any particular reason you chose the S350? Just curious, as I haven't seen any decent deals in the past few weeks for it, and the DMP-BD35 and DMP-BD55 have both generally received better reviews.
It was on sale for $250 and I had a $50 GC.