Well, I was dead wrong. Cheap cables hiss and hum like crazy when there's no signal.
Turns what you're paying for with expensive cables is better shielding around the copper. Unless you have perfectly air gapped cables that don't touch anything electrically conductive, they'll pick up some static charge and interference over a long enough run, and it's very audible.
So yeah, get half decent shielded cables for long unbalanced runs to passive speakers. Or just use balanced cables with active speakers.