Just depends. BJC is great if you know exactly what lengths you need and you want them terminated for you. Also great if you need some of that 10awg for those sub runs.
Monoprice cable works just as well. Just make sure you get the right wire, in wall for in wall wiring and such. Gauge will depend on how long your runs are, what speakers/subs you're running to etc etc. If you're running to your surrounds 14 gauge should be fine unless it's a super long run.