Phono cable - necessary?


I always thought a phono cable was only necessary if the turntable had a din connector that made use of a regular IC cable impossible so I never really paid much attention to phono cables as my VPI has the typical RCA box for the tonearm. Just recently my dealer told me that phono cables actually use special geometry and construction necessary to conduct the weak signal from the cartridge to the phono preamp properly. I felt flat out embarrassed that I was ignorant of that fact for so long. That said, what is the consensus among audiophiles on this issue? He recommended a Nordost Heimdall 2 phono cable, which at about $650 is certainly not cheap. I am looking to replace my current "phono" cable (Acoustic Zen WOW) as I don't like how thick and rigid it is, even though I really like it sonically. Any advice on the subject?
actusreus
I had and used the original Heimdahl phono cable.  I could never get the tone right.  It was nowhere near neutral and eventually my wife stopped listening with me as the sound offended her more acute hearing at certain frequencies.  Sold it here and never looked back.  Currently using a Wireworld Atlantis III as a phono cable.  Considering getting a Morrow Audio phono.

Currently using plain old Audioquest RCAs with a generic ground wire on a Classic.  Had previously even went as far as two meters hooked to barrel connectors from a Rega table.  YMMV. 
If you want to listen to the nearest radio station in your speakers you can use any normal interconnect cable, but if you don't want any issues with hum noise and radio stations you need a properly shielded phono cable to transfer singal from phono cartridge to you preamp. The best phono cable i have ever tried is Stereolab Master Refference PHONO RCA. The budged option is Zu Audio Mission Phono RCA mk2 with WBT RCAs. Never use a normal interconnect for turntable!