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The rule of thumb is simple: the cable direction should follow the signal path. It’s quite easy to notice when the direction is wrong — the sound becomes a bit compressed and closed-in, almost like it’s trapped in a box. When oriented correctly, the sound opens up beautifully, with a sense of space and effortless flow.
If you’re using the server to play local files, the direction should go from the server toward the switch. But if your server is used mainly for streaming, then the direction should go from the switch toward the server.
That said, I definitely recommend trying both directions — it’s a fun and revealing experiment to hear how the presentation changes.