Went in to get some optical cable for DVD > Amp.
Now in my head I'm thinking optical fibre, same stuff you see in $2 stuff like this:
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Plus plugs, packaging and general bull**** probably between $5 and $10 for a couple of metres.
$69 at Dick Smith for 1.5m

I asked if it came with vaseline because if you have the vaguest inkling of how digital signals work they don't need all that shielding and crap. Error checking and the like should take care of the occasional dud bit.
I found on ebay, "but it now" for around $5-$10

What else has given you sticker shock?