Are your HDMI cables 1080p ready?

 
Did you even know they might not be? I sure didn't, but Wireworld
wants to make sure every HDMI cable you buy is clearly labeled to note if it is capable of carrying the highest of the high definition signals you expect. They announced the initiative back at CEDIA but we were apparently too busy checking out actual TV's.

Necessary to prevent buyers from being disappointed by low grade cables, or a ploy to convince people to buy Starlight 5 cables?