Choices of cables we've had for the whole existence of the iPhone:
• Apple cables, $20-30, not even nice, cheap plastic with poor strain relief, work reliably until they succumb easily to damage
• Licensed (like Belkin), $20-30, nicer, work reliably
• 1,000 brands on Amazon, etc. Not licensed, 10% DOA rate, sometimes just stop working. Physically nearly always nicer than Apple. $3-12.
I'm really excited to be able to just have many of the same charging cables everywhere, and to buy them for $5 or less. Even buying cheap cables, I've never once had a USB-C (or even the terrible micro-B) cable fail to work.
Note: I actually feel just as strongly even though I only even use a cable in the car, and charge with "Magsafe" everywhere else. I just hate Lightning that much. Also, I could easily afford the Apple cables, but it would physically pain me to waste that much money knowing it's purely additional margin for Apple.