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They lost me when they said that the tip was gold plated for optimal signal transfer. Utter tosh - how can gold plating help transfer an optical signal?
Don't bother spending more than a fiver on an optical cable. Analogue interconnects do affect sound quality, so it's worth buying decent ones. For digital, it makes no difference to the sound - it either works, or it doesn't (over short distances).
I think Russel has this right, the important bit is to get tight fit and a fibre that transmits the information well. I wouldn't look at the cheapest optical cable you can get, but pay a few ££s extra and get a well built one, the Profile one here are a good example. It is not expensive to do it right and is generally worth it in the long run.
A really good one is the Cable Talk one that www.the-missing-link.net do. I was surprised that I got a noticeable step up in sound from moving from generic Maplin cable to one of these. Quite cheap too.