The cable TV companies really don't care about trying to sell you a splitter to make up for lost revenue. Their concerns are usually more around people installing junk splitters and/or too many splitters and degrading their own signal. Then those people call the cable co and complain about the crappy picture they gave themselves.
As long as you buy a "decent" splitter (and you really don't have to put too much thought/effort into this. Just about anything at a name-brand store will be fine, when in doubt spend an extra dollar) and have good cables in the house you'll be fine.
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