I don't think that we didn't know but rather that we didn't know how high the dealer margins for these two cable products are (of which I must admit that I have both in my system)
Dealer margins for wire have always been high, because cables used to be a sweetener in closing the system sale:
"Look, my boss is going to kill me, but [WHISPERS] I can let you have the $1,000 cable for $750, if you buy the system today... sound good? No, how about $500?"
"I'll tell you what... I'll throw in a set of (entry-level) loudspeaker cables to get the system up and running. Is that a deal or is that a deal?"
This is an all round win. The dealer stands to make money on the overall deal. The customer feels they got a sweet deal on the cables, either for increased smugnicity, or a quick and easy profit on Audiogon. Best of all, happy customer will tell his friends about that deal. More business for the retailer.
It stopped when Home Theater took hold in the late 1990s. Suddenly, because of the frankly lousy margins on AV equipment, 'attachment' sales like cables and tables became prime sources of profit, instead of prime sources of closing sales. That stuck even after the wheels started coming off the separates Home Theater wagon and dealers returned to the audio fold.
To me, the problem isn't the margins involved in cable. It's that many dealers are not using those margins to help close sales. I don't think this comes down to greed; they have just forgotten how to do it.
Interestingly, the places where cables sell well today are frequently the same places that have a significant and almost innate culture of haggling.