Not B.S. They explain it if you’d just read the instructions. Worlds Best Cables simply say this: These Quad RCA cables are configured as directional cables, we strongly believe that this is the most appropriate topology for best performance and superior noise rejection characteristics. Most cable assemblers will either leave the shield floating at both ends or grounded at both ends which makes it easier to assemble but inferior in performance. We do not take such shortcuts.
What does "Directional" mean: This simply refers to the construction, which is depicted in their included diagram, which shows the shield, which is connected to the ground at the signal emitting end acts as a Faraday cage which rejects external noise that could degrade the signal. The cable will work even if you connect it the wrong way, but this will diminish the noise rejection capabilities of the cable.
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I work with several electrical engineers and they concur with the above. Does it make any "real world" difference? That will depend on the electrical environment of your equipment and how "noisy" it is. But it doesn’t hurt to be erring on the side of reducing possible interference. I mean, short of using balanced cables for every single interconnect (something not possible on most devices), using cables that are "directional" seems to be the next best thing.
Directional wires/cables
Is there any reason to support the idea that cables, interconnects or any other kind of wiring can be considered directional? It seems that the theory is that carrying current will alter the molecular structure of the wire. I can't find anything that supports this other than in the case of extreme temperature variation. Cryo seems to be a common treatment for wire nowadays. Extreme heat would do something as well, just nothing favorable. No idea if cryo treatment works but who knows. Back to the question, can using the wires in one direction or another actually affect it's performance? Thanks for any thoughts. I do abide by the arrows when I have them. I "mostly" follow directions but I have pondered over this one every time I hook up a pair.