If you're using a converter to turn the balanced cable into single ended, then it shouldn't sound any different than a 3.5 cable - you're "losing" some of the differences that impact the sound on a balanced connection. I use one for one of my amps that only has a 1/4" plug. Then again, that amp pushes so much power that it makes up the difference. I think that's at least 70% of the perceived SQ difference on balanced outputs - more power, and that's why I choose to use them.Good knowledge. You can, however, convert a balanced cable to be able to take a single ended amp output.
I got a balanced cable and a 2.5 > 3.5mm adapter to test this. Literally zero audible difference.
Not surprising they'd say this, mind. The first tab on their site is 'Audio Cables', and the first item on that page is a $185 0.5ft USB cable...that just represents a catastrophic misunderstanding in how anything works.
But yeah, anyone who buys a high priced USB cable is silly, IMHO. Really cheap ones suck and have poor data flow that needs to be resent due to data loss, but paying $150 extra isn't magically going to add sparkle to your high range or extend your bass.