Ralph Karsten has said that the Atma-Sphere MP-1 was the first high end audio balanced line product introduced to the audiophile market in 1989. He may chime in here, but below are a few quotes I picked up elsewhere.
If you know only one thing about the balanced line system, the thing to know is that its purpose in life is to eliminate interconnect artifact!
In order to do that the equipment that the cables are used with has to support the standard: pin 1 is ground, pin 2 is non-inverting, pin 3 inverting, but most of all whatever is driving the cable should be able to drive a 600 ohm load without ill effects, which is how all the cable artifacts are swamped out. Most high end audio manufacturers don't get that last part.
IOW if the standard is met, the cable and its length will hardly affect the sound at all- and will be far more accurate than single-ended. So if you are hearing big differences between cables, that is an indicator that you are not getting everything out of them they have to offer.
RCA cables have a connection standard, but no termination standard. Balanced line has a connection standard, but also has a termination standard, which is 600 ohms. It is that low impedance which makes the difference. If your source has a high output impedance, it can't swamp the effects of the cable and so the cable artifact can be heard. That's not taking advantage of everything that balanced line has to offer.
That reality is simply that when you ditch the termination standard, the cables will have an artifact.