At the local Fry's (in Austin), there is a section of HDMI cables by the TVs and DVD/Blu-ray players. Cheapest in that section is about $20-$25 as you mention. However, over on the other side of the store, near the computer components, there is a section full of cables (coax, etc.). They have HDMI cables over there too - for ~$10 or so. I guess in some stores you just have to know where to look.