Yeah I don't think I could do 5 a foot, when welding cable and Knu are both cheaper. But it's pretty, i guess that sells more than anything. Its not that much prettier. But when compared to Kicker, RF and Memphis wire, prices is comparable. And Welding cable isn't exactly a fair comparison. Cause welding 1/0 is actually a tad smaller than most car audio 1/0, so that that into consideration, and isn't pretty for those people who like that. And you can get pretty wire for the same money. But $3 a foot for CCA seems a tad steep though, for us internet people anyways. Also, Kicker and Memphis wire looks very similar to the Power Flex, and they both have the same strand count, at 4704. Just seems XS Power wanted to get a little piece of the wiring market. Regardless, people will buy it to match their batteries.