I can't answer for anybody else, but I was refering to audio interconnect cables. My presumption (note I am not 100% positive)was that they contained a twisted pair representing the positive and negative flow and also had a shield that was only connected to the ground side of the originating cable.

I admit that I was making an assumptions that the direction arrows were meaningful from an electrical engineering perspective (which is something I know little or nothing about). I am not suggesting that people shouldn't experiment and go with what sounds best to them. I was more interested in knowing if there really was a measurable difference in the level of shielding provided. If there isn't then I will concede this is snake oil.