[quote]I don't see why gauge is the end all be all measurement of extension cables.[/quote]
It is because of Ohm's law. Many people don't believe in physics, but last I checked it is still active on the playa. It does interact with insulation thermals as many commentators point out. If you would like to overrule physics with someone's sales pitch, that's up to you.
Over 100 feet the voltage drop difference between #18 and #12 at 10A is not huge - 6V vs 1V. If you are not starting at the generator with your 100 feet at 120V you could have a problem. Many loads draw more amps if operated at low voltage. So your 10A could become 13A at 90V stressing your extension cord and some loads can be damaged by undervoltage/ over current.
But the thermals on the playa are your bugaboo - that is why everyone is suggesting reasonable sizing of #12. I wouldn't buy a black cable.
And from the Captain:
[quote]OK here's a little real-word Burning Man info for you. In '01 I was at the BRC Post Office, and ran A/C through some long 12-gauge extension cord. The ends got so hot they DID melt down. [/quote]
That was before the grid used step down transformers to maintain 120 at the spider boxes. Entirely expected that would happen.

