Hi Jeff, re: impedance matching of cartridges:
A device which is generating a voltage into a load (could be a source like a tuner or CDP into a preamp, or a preamp into an amp, or a cartridge into a phono preamp) has to "see", or work into, enough of a load (resistance or "impedance") so there will be voltage registered at the other end. Or to flip it over, if the other end were just a short circuit (no load) no voltage would register and there would be nothing to amplify.
Depending on the difference between the ouput device's inherent impedance and the input (load) impedance of the driven device, there is an optimum combination that will deliver the best signal transfer, i.e. the most voltage and the most faithful (to the source) frequency response.
You hear more about "impedance matching" between preamps and amps, when someone experiences problems like not enough gain out of their amp, or poor frequency response (usually loss of highs) when their impedances are not optimally matched. Another instance where you often run into this issue is amp-to-speaker impedance matching, which is the reason for the use of auto-formers like the ones Paul Speltz markets.
The cartridge-to-phono preamp interface is no exception. Although to be absolutely fair, I should point out that cartridges are really current producing devices, but there are very few current amplifying phono preamps, so we always speak of a cartridge's output in terms of (micro) volts.
If one takes the time (and it is a bit tedious I admit) to experiment with a variety of load values, it's actually quite easy after awhile to hear when you're getting the flattest response and strongest output from a given cartridge.
The "25-times cartridge impedance (or coil resistance)" convention is a bit like setting an initial 1.5 degree Stylus Rake Angle. It's just a quick way of getting yourself firmly "in the ballpark" so that you don't have to go too far one way or the other in order to find just the right spot.