Why isn't an HDMI cable included in the Apple TV box and price?

Having just bought an Apple TV unit and am very happy with it, I'm finding it difficult to understand why Apple charge extra for an HDMI cable when this is the only cable that connects the unit to a TV and without the box is useless. This is why it's taken me 15 years to buy an Apple anything! Comments welcome.

Apple TV's instructions are unclear on the HDMI cable. As if not including the cable was bad enough , they don't say explicitly in Apple TV's instructions that the cable is in fact SOLD separately NOT INCLUDED . It doesn't say it anywhere! Why would they leave that information out?
I had to search online for people's complaints about Apple not including a crucial cable in order to figure this out. I wouldn't have been annoyed had Apple just been honest in their set up manual about omitting the HDMI cable, but they're vague. Customers could start messing around with other cables on their TV thinking that the necessary cable might already exist with their HD TV. Jobs would've been ******.

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Cable : HDMI switches expand the number of available HDMI ports on a high definition television allowing connection of cable boxes, Blu-ray players, and game consoles. A side benefit is that cable clutter is also eliminated by running a single HDMI cable to your HDTV from a switch and relocating the HDMI ports to a concealed location. The problem with most HDMI switches is that you have to either get up to push a button, or hunt for the remote control, to switch sources. The true mark of any great switching component is an ability to perform its function and remain transparent in its operation. This automatic HDMI switch is a plug-and-play away from offering everything you are looking for in an HDMI switch. Select a single output from up to three devices for signal delivery to your HDTV. Smart operation provides complete control for connect-and-forget operation. Powering on a device gives it output priority over the other devices. By powering down the device in use, output priority is returned to the last powered on device. Note: Auto switch function only works for components that do not output continuous voltage over HDMI port when turned off.
Here is a typical HDMI 3-in 1-Out HDMI Auto Switch
http://www.google.com/products/catalog?q=hdmi+auto+splitter&rls=com.microsoft:en -us&oe=UTF-8&startIndex=&startPage=1&rlz=1I7GGLF_en&um=1&ie=UTF-8&tbm=shop&cid=1 0340892278237558532&sa=X&ei=fTPmTtOiHuXq0gGc3sHfBQ&ved=0CHsQ8wIwAA#
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Why isn't an HDMI cable included in the Apple TV box and price?

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