If set up balanced, the ground wire becomes the shield of the interconnect and the plus and minus outputs of the cartridge travel inside that shield. The result is that the cable is more impervious to noise and you can run it a longer distance, especially if you have a low output moving coil (due to the low impedance of the LOMC).
Well...while this may be conceptually useful, it's not strictly correct (nor how it's sometimes executed in the marketplace).
Yes, the cartridge is a balanced source. However, the tone arm cable is sometimes not geometrically and electrically "balanced" - specifically, symmetric positive and negative lead surrounded by a shield.
You'd think this would be the "default" cable geometry for tone arm cables - even with single-ended terminations. However, after ordering a "balanced" OL Silver w/ XLR terminations, I found out it is not (and I'm still irritated about this, but not enough to spend the additional money to have my tone arm cable replaced).
Oftentimes, a "singled ended" cable is terminated with an XLR adapter and called "balanced". The problem with this configuration is you do not have a symmetric positive and negative lead surrounded by a shield, but a single hot lead surrounded by a shield. The shield is responsible for carrying the negative signal.
Not only is the asymmetric geometry a problem, but the shield (that is carrying the negative signal) picks up RFI. And since the positive and negative signals are not polluted with noise equally, the balanced circuit design does not "remove" this noise.
Atmashere is succinct spot-on when he says "balanced cable system exists for the **sole purpose** of removing interconnect cable artifacts." True, 'dat!