Also, if you not using switching and routing equipment capable of speeds higher than 1Gb/s then you could look at using CAT5e instead of CAT6. It would shave a little off the cost. Perhaps see how CAT5e FTP price compares to CAT6 UTP...
^This. If going above Gigabit Ethernet you should chose Cat6A cable. Not a Cat6, it is older standard (before Cat5e).
Whether shielded or unshielded, it depends on your environmental noise, neccessity of putting down multiple cables in the same conduit and whether your equipment support shielded sockets. In home, in general better stay with unshielded.
EDIT: A flat Cat6 cable looks to me suspicious. I wouldn't buy anything from such company.