This appears a good deal and as i needed it to connect a virgin media box to a home cinema surround sound, bought one last week. PC world lists it as £34.99.
They also seem cheap in comparison for other cables. Just type "audio cable" in their search box.
The Belkin PureAV Grey Series Digital Optical Audio Cable is for the connection of DVD, CD, or AV receiver components with Toslink connections.
With high quality Belkin manufacturing, the Grey Series Digital Optical Audio Cable comes with a lifetime warranty and delivers superior performance to help you get the best from your devices