Shure releases a $99 USB-C headphone cable

Matching its $99 Lightning and Bluetooth cable options, Shure has announced at CES 2018 the launch of a new $99 USB-C replacement cable for its family of high-end in-ear headphones. Along with making microphones good enough for presidential addresses, Shure sells some of the best premium earphones on the market, which scale up to $999 in price with the flagship Shure SE846 (setting aside the exotic KSE1500 that cost $2,999). My personal favorite has been the SE535 in the middle of the Shure pac