I've commented on this one earlier, but their full blurb claims that they test each manufactured cable in both configurations to identify the optimal one. There's bound to be some quality difference that they can point to a report on in terms of measuring signal-to-noise ratio, even if it was random variation in the test itself..
All hokum, but measurable hokum in that specific claim... Bear in mind that even most analogue audio interconnects claim to have a specific direction they should be connected in, they've got form for this sort of claim.
Biting the hand that feeds IT
