Any Phase that has the "Show 'Head End' Dialog for Wires in Projects" option checked will treat the Wire and Cable products assigned to the Phase on a per foot/meter basis. Generally Wire and Cable like a 10m HDMI cable would be considered a "Finish" wire, and thus be treated like a single unit vs. on a per foot/meter basis. You can either assign the "Finish" phase to this wire or you can create another Phase for this and just don't check the option to "Show 'Head End'...".
Here is a post describing Wire and Cable behavior.