The web site says their cables are unidirectional. So they think electrons can't travel both ways in a piece of wire?
Run far, run fast.
+1
Anyone claiming unidirectional cable for audio is a victim (or if they're selling something based on the claim, taking advantage of victims) of the common error that the audio signal flows through the wire like water through a pipe.. that in order for my signal to get from bass to amp, electrons have to flow out of my bass and into the amp.. those electrons being the signal.
THis would be true if we were talking direct current. In DC electricity there's a net migration of electrons down the wire.
However, a musical signal is alternating current. The electrons don't move steadily down the wire. AC is a wave. The electrons wiggle back and forth, staying essentially in the same place.
Think ocean waves at the beach. Waves wash ashore continually, each one bringing energy and information. But is water piling up on the beach, threatening to drown everyone? No, because the water just moves back and forth. The water, as a bulk medium, never actually goes anywhere. Same with electrons in a wire carrying an AC signal.
To complete an electric circuit, we need two wires, hence the two conductors in the instrument cable. But, if you combine this fact of two wires with the fact above that the electrons in an AC signal are just wiggling back and forth:
What this means is that:
The two conductors in the instrument cable are equally responsible for carrying your musical signal, and the electricity will move both directions in each cable.
Therefore:
Direction does not matter in an instrument cable, because both conductors are being used in both directions no matter which way you plug it in.
Literally, the wires in your instrument cable see the same action regardless of which direction you plug the cable in. Therefore, it's symmetric, therefore, no directionality. (Cable directionality implies some kind of electrical asymmetry in the cable)
Sadly, most people don't have a full enough understanding of how electricity works to see that something like directionality on a cable carrying AC is meaningless. And thus, the snake oil trade thrives.
The knowledge and reasoning steps needed to break up the 'directionality via the shield being connected on only one end' myth is almost identical.
Note: Before you attempt to shoot my argument here down, please realize that I have not used any esoteric 'pie-in-the-sky' type theoretical mumbo-jumbo here. All I've used are the essential principles that made building electronic amplifiers and magnetic guitar pickups even possible in the first place.