For behind the wall running, I only use Monster CIPRO wiring as it is by far the easiest wire to work with that I have ever experieinced. It is true that it sounds about the same as 14 gague electrical wire, but I don't want to work with electrical wire, or another manufacturers wire that is as difficult to work with as electrical wire.
I'm not dumb enough to just buy a few hundred feet at BB though. I go online and pick up 500 feet on eBay for about a hundred bucks, then when (if) I have left overs I save it for later or for friends and family that need the wire later. eBay pricing is about what you will pay online for about half a dozen other vendors cabling and (in my opinion) is far superior for it's flexibility, how easily it pulls through walls and around corners, its ability to be stripped, and the ease of termination of the final cable.
A few cents more per foot maybe, but well worth it, and I know the cable sounds good.
Full retail?
What in the world are you smoking!?!?