I've talked to a few people about this in the past, one who was an electrical engineer. Several years ago when I showed my friend with great pride my M1000 Monster cables with arrows, he just smiled and shook his head and told me there's no such thing as direction cables. To be honest, I was quite disappointed. Over the years, I've had them both ways and even mixed, and have never once noticed any difference at all despite me really really wanting to.
That being said, the theory is that the arrow points away from the host to the receiving piece of equipment. In your case, AVASERFI is already got it right for you. If it were a disc player for instance, the arrow would point from the player to the receiver.