Let's say the USB standard mandated that all USB-C cables be fully-featured, such that they can't be manufactured for less than $10 each. What's to stop a vendo

Let's say the USB standard mandated that all USB-C cables be fully-featured, such that they can't be manufactured for less than $10 each. What's to stop a vendor from selling cheap "cell phone charger" cables? They could print "Compare to Belkin USB-C cable* *not affiliated with Belkin or licensed by the USB Implementers Forum" on the box, and maybe even be able to survive a lawsuit. And even if they're not in the clear legally, these cheaper cables would be found in every "black-market" outlet, which these days includes Amazon, your local gas station, and many big box stores. How long would the USB-IF be able to maintain that stance, while their licensees clamor to be allowed to sell cheaper authorized cables? I think the solution is to improve branding. When I look at the USB-C cables in my bag, I can't tell at a glance which ones are full-featured: one of them has a tiny logo that maybe indicates something like that, but it's not obvious or prominent. I tend to end up plugging in the wrong one and discovering that the device isn't charging, performing as well as expected, etc. If the USB spec defined consistent, prominent branding for full-featured cables, this would be much less likely to occur. (yes, I know I should replace the inferior cables, but I only use them when I work away from home, which is infrequent enough that it hasn't crossed the threshold to be worth the time)