The GCN component cable doesn't come in a box or a blister package, just in a plastic bag.
$30 isn't too bad of a price for the cable, but with shipping, taxes and all that when ordering from Nintendo.com it comes out to almost $40 =P
But the video quality is very much improved from s-video...games like Mario Golf and Mario Kart look so much better on my HDTV (hi-res, very vibrant colors), so the cable is very much worth it for me.