It's not just a cable but a box of electronics with a captive cable.
If you need a longer cable then you'd be stuck.
All the shops in the UK that I have looked at are offering the same product (at the same price).
If you need something more flexable, or if you or someone you know are going to the states soon then look at this,it will work on any console and its a lot cheaper; but postage to the UK would bump it up a lot. http://royalbusiness.com/product_info.php/products_id/54043