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Do a lot of mobile stuff so everyone gets the good cables as I can't carry options, slick stainless jagwire are decent but not tied to the brand, never had an issue with the outer but using the better stuff, prefer it to shimano but not by enough to care. Elvedes cheapo brake outer seems OK at my other job but needs lubing on installing to not feel a touch draggy. Clarks stainless die drawn cables seemed decent from the testers I was given. There's options.
snottyotter
Madison had super epic pricing on SP41 and BC9000 the last year, boxes of 40m BC9000 in various colours for a tenner, eventually the grey (which most people will tolerate) was also a tenner. So bought a few years worth of all of them.
Most OE + mid tier jagwire was pretty crappy, found the outers decayed from age/UV within about 18 months which is pretty rubbish, their higher tier stuff was good though. Their OE grade 'compressionless' had a lot of friction. ID's own brand compressionless and elvedes faux carbon wrapped stuff is better.
Before that was happy enough with elvedes outer.
Ashima smooth stainless inners good enough for most bikes, Elvedes top level many strand die drawn smooth stainless stuff for everything higher tier, price per cable is fairly eye watering, but found out of all stainless cables they last the longest inside shimano road 11 STI vs anything else I've come across. Also mad smooth. Their super flexible road inners are unreal levels of smooth and low drag for rim brakes, but they 'spring' too much for mechanical disc brake usage.