For me, not as rich as some, actual performance would dictate what I might actually spend on the cables. I won't go cheap just to be cheap, but knowing Monster is twice as expensive as similar cables I won't spend just to spend.
I also pay attention to build quality, but not necessarily the style or looks as the cable will be behind everything and not visible. Quality more then style, is factored in a good performing cable I think. I mean, if the cable is that good, would it not at least look good as well?
Price is important, but if a few dollars more gets the best performing cable, then it's money well spent.