You know, I said "ACTUAL PERFORMANCE" - But, now that I think about it, the MOST important thing is that the cable must be available to me immediately.
If I have an installation going in and I need an extra HDMI cable, I have a number of choices of high quality providers at similarly reasonable prices. The client doesn't care about the brand, they care about the quality combined with a short install time.
If I am told "We will have that cable to you in two weeks." then I am shopping elsewhere. There is ZERO chance I will buy a cable that I need if it is on backorder. Not with the options available. There are many manufacturers of speaker cables and interconnects and there are many of excellent build quality out there. This makes it a consumers market, not a sellers market.
So, I guess I don't care about customer service, if it is a quality cable, I won't EVER need it. If it is a quality cable (actual performance) it won't fall apart, the build quality will be good, the customer will be able to tell that it is a good quality cable by the build, and the performance will make it shine for years as the right choice in cable. The price will be in line with the competition and I would question an overly inexpensive cable as much as I would a high priced glam cable.
If it isn't in stock, the customer won't ever see it and I will be less likely to visit that company & store in the future for my buying needs.