Does it matter which end is connected?

Steve yes it really does matter. When cables have no arrows on them, simply connect such that the signal flows in the direction of the printing on the cable jackets

so people really can make up and say anything they want to on the internets...geez..

steve

Interconnects sometimes have the shields tied to ground only at one end, and hum may be reduced if the wires are used in one direction vs the other direction. (And not always in accordance with the arrow).

Speaker wires are another thing altogether. Question to those who think that direction matters...What do I do if my power amp is bridged, so that both wires are Hot?

Look up cables directionality in the archives. This has been hashed out many times and yes, wire is directional. Whether it really affects the sound THAT much is up to you to decide.

I thought the signal flowed in BOTH directions, equally.

Steve yes it really does matter. When cables have no arrows on them, simply connect such that the signal flows in the direction of the printing on the cable jackets.

if there's some writing (brand or model name) the direction of the writing might indicate which direction the signal should flow...
theoretically (cable theory...), if they're broken in, one direction should sound better than the other, so you're in a perfect position to do a blind test to see if there's any truth to that notion (i.e.try 'em both ways and see if you can hear a difference).