I think both things are true. You don't want to cheap out on cables, but you also don't need to only buy Apple's cables (which I agree, are a bit out to lunch on price / value).
I personally like Anker and Belkin as brands who make good cables (and charging bricks) - they're high quality, not the "no-name cheap cable on Amazon", but also reasonably priced compared to Apple.
I personally like Anker and Belkin as brands who make good cables (and charging bricks) - they're high quality, not the "no-name cheap cable on Amazon", but also reasonably priced compared to Apple.