As opposed to traditional copper-based cables, Vivify makes the ARQUUS W73ø out of optical fiber. As a result, the ARQUUS W73ø can transport signals over great distances with minimal signal loss.
But instead, they chose to just make a regular length, 9' cable. >_>
I have a 75' (~23 meter) braided HDMI cable, non-amplified, using traditional wire. It's quite thick at 3/8" (1 cm) in diameter, but is regularly priced well under half the price of this cord, and I got it on sale for even less. The cable has worked fine in my limited testing, though I didn't try 4K, and I doubt it would handle that resolution at that length. Compatibility may also be device-dependent due to variances in signal strength. Still, 30' HDMI cables can generally handle 4K at 60Hz for around $20-$30 or so. And you can even get a pair of HDMI over ethernet adapters for less than $100 that can handle runs over 100'.
So, being fiber optic seems to serve little purpose for this cable, and performance-wise, it should be no different from just about any $10-$15 HDMI 2.0b cable of similar length. Fiber is currently only really useful for HDMI cables above 30', where traditional cable can potentially become unreliable.
Perhaps cable lengths may become somewhat more limited with devices utilizing the additional bandwidth of HDMI 2.1 for things like 4K at 120Hz and higher resolutions once those become more common, but its already possible to find well-reviewed 10ft HDMI 2.1 cables for under $30 that seem to handle that just fine. And this fiber optic cable isn't even HDMI 2.1, just 2.0b. If one is spending $100 on a 9' HDMI cable targeted at gamers, shouldn't it at least fully support the capabilities of the new consoles and gaming displays launching this year?
The RGB does look nice and will undoubtedly be what sells the cord, but I think it would be a bit distracting. Well, assuming you have the cord draped across your desk as in the product images, rather than mostly hidden from view as monitor cables usually are. : P