I bought Yokozuna Reaction cables from Competitive Cyclist during their Christmas sale. The complete brake/shift cable kit was on sale for $39, but since then it has gone back up to $65. I haven't installed them yet, however, because I've decided to save them for the new road bike I'll be buying in the next few weeks. I plan on selling my current bike (2010 Trek 2.3), so I figure it'd be a waste to install them on that.

"We are periodically impressed by new bike stuff. But to be amazed, that's a rarity. And amazed is exactly what we are. No cable set we've ever tried -- not Campy, not Dura Ace, not Nokon, not Gore, nothing -- can match what we felt."

After reading that, and considering they sell all those other brands too, I figured why not give them a try for $39? I'll be sure to come back and start a thread sharing my experience once I use them and see how they perform in comparison to whatever stock cables come on the bike I get.