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.
Of course I would prefer too a comparison between reputable manufacturers. :)
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.
I don't know a lot about intermediate quality cables, but I'd at least want to see a thunderbolt 4 fly by night cable, one of these $20-$30 ones.