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The guy at Toys R Us reckoned that it was the same as Nintendo's official cable...not being convinced I went out and bought an official Nintendo one at a wallet destroying £25.
Without doubt, it is the best scart cable of the lot, and it's not even gold plated ! £25 is well worth it as it gives pin sharp images and clean crisp colours even on my somewhat rubbish tv (Proline :) ).
On another note, always check your TV instruction book and check you've got your scart plugged into a RGB scart socket - most tvs do not have RGB on all sockets which could be why you don't notice any quality improvements.
~~Belldandy~~