I'd have a look at the sheath & see if it's properly engaged with the helm. Seems to be flopping around a bit.
Ultraflex instructions here: http://www.cpperformance.com/Instruc...flex-helms.pdf
I'd also be expecting to see a plastic tube fixed to the other side to keep the inner cable clean.
To avoid confusion, the screw 'B' in the instructions needs to be fully removed before the cable sheath is inserted. Once the cable sheath is fully home the screw is put back in so it fits in the groove shown at 'A' and tightened as per the instructions.