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You need to stop buying your cables from Madison and start buying them from CRC.
http://www.chainreactioncycles.com/lifeline-essential-inner-brake-cable/rp-prod155204
Half the price and includes 3 cable ends (which, probably have a street value of about £2 each once you add on the lbs 'brick and mortar' markup).
M_V
Yes I read your post in it's entirety, that's what prompted my reply.
A basic single Shimano brake inner cable from workshop box from the main UK distributor costs us £1.82 inc. Vat - So charging £4 for one doesn't seem extortionate, especially considering the overheads of a bricks and mortar shop.