With the launch of the new Apple TV 4K, cable manufacturers such as Belkin are rolling out HDMI cables they specifically claim are compatible with Dolby Vision, a flavor of high dynamic range (HDR) that delivers some of the best image quality available to compatible TVs.
Meanwhile Amazon Basics sells the same length for $7.
If you spent $180 on a new Apple TV, let alone $500 on the Dolby Vision-compatible Oppo UDP-203 4K Blu-ray player, an extra $23 might seem a small price to pay for a cable that claims to work perfectly with Dolby's format.
It's obvious when HDMI isn't working properly
There are lots of good and bad things about the HDMI connection, of which the cables are one part (your TV and a source are the two most common other parts).
Any HDMI cable you've bought in the last few years is likely to be of the High Speed variety.