Does the brand of hdmi cable really really matter or is it all hype?

I have just purchased a 42 inch LG plasma HDTV and now I have to make the quality better. The monster cables are going for about $70 on amazon with free shipping but I just read somwhere that inspiretech has hdmi cables for 5 bucks plus shipping. Some cables reviews for the monster cable say that there is too much hype about them.Does cable brand really matter? I know that there is a dfference in the way it is made for durability but does this mean that the cheaper version would get damaged within a year or so? Also, after I get this cable will I need to have a specific STB ? I already have a digital box. And before I get HDMI Cable which I know is the cable to provide the highest quality in the market.