Balanced (XLR) cables are significantly better where the cable is longer than 30+ feet. However, there is an opinion that the balanced circuitry that processes the balanced signal can vary greatly from one component to another so you can never be certain of whether the signal is not being coloured by that circuitry.I'm not shooting- but I am correcting. Balanced operation offers advantages even in short runs. You know how with a single-ended cable you have to audition it to make sure it works in your system? If the balanced line is set up according to the balanced standard (which is very easy with phono, since its a balanced source to begin with) then the interconnect cable will not impose an artifact. I've seen audiophiles spend upwards of $2000 on a 1 meter cable, while you can get a $200 balanced cable of the same length to sound better.
Single ended is much better suited to shorter runs and with the right cable architecture/geometry can out perform XLR and there is no processing of the signal - other than amplification
Balanced operation is only amplification- there is no further processing of the signal. You are actually doing more processing of the signal when you go single-ended, as you are taking a balanced source (the phono cartridge) and then converting its output to single-ended. Why not just run it balanced all the way? Its cheaper as far as the interconnect is concerned and it sounds better.

