Depends on if you are a believer or not. BJC does make good cables, no bling but good quality sturdy cables at a reasonable price and with great speed and service.
Their website pretty much says why they use the components they use, it's up to you if you trust them to make a good cable.
It's not that I don't trust BJC, I have ordered from them before with great results. I just wonder if it is worth the extra $90 for the BJC. I guess I will try the monoprice 1st since I have ordered many USB & HDMI cables from them.