Apple's cable is 3m, which is likely most of why it's more expensive.

https://www.apple.com/shop/product/MWP02AM/A/thunderbolt-4-p...

Their 1.8m cable is $129, so still >2x the price of competitors. It’s an extremely well made cable, but overkill, probably?

Do you have any of these? The photos show no markings on the cable at all, which is a bummer. If I get some I'll have to put zip tie tags on them to label them, otherwise I'll never remember which ones are the good ones or not.