I'm not sure how much these usually cost, but at $2.99 it's cheaper than the Amazon basic Toslink cable. I was picking up a cheapy display HTIB from Kmart anyway, and realized I needed an optical cable to connect it to my Blu-ray player, and it was fortuitously at $2.99. I actually ordered it online from home for in-store pickup, but when I got there I found it was on sale for that price anyway. Don't know much about the Alphaline brand, but I've connected everything and it works as an audio cable should, feeding 5.1 surround from the player to the HTIB receiver, so that's definitely a plus for it. Obviously if you order it online for delivery you'll have to pay shipping, but if you have a store nearby you should be able check the in-store pickup first to make sure they actually have it in stock. Didn't check the sign on the item, but I'm guessing it's probably part of a weekly sale, so it'll be over tomorrow.