We got tired of disposable cables.
Our desks are full of laptops, monitors, phones and test devices. Most of the cables we bought did not last. Charging slowed down, screens flickered, the ends frayed within months, and they ended up in a drawer or a bin.
Cables are sold as something you replace. We think they should be something you keep. So we are doing what we do with software: building the version we actually want to use, and standing behind it.