Yeah, it's pin 20 that's keyed. I've seen it on some of my (P)ATA acables but never thought much of it. I don't recall if I had/have any cables where this isn't keyed though. I had kind of assumed that Ultimarc keyed theirs the same way.
I took a peek at his wiring diagram and noticed he's keying Pin 1, not Pin 20 on the header.
So I dug around on the standards a bit. It seems it's just not a simple case of, "let's grab any IDE cable." It looks like ATA specification forcefully blocks pin 20, ie keys it. IDE cables also keys pin 20, but I couldn't find any mention of IDE cables specifically blocking this pin. I assume, back in the day, they just cut the pin on the board and depended on that to key things. The 80-wire standards are spec'd the same way.
On the Ultimarc website, it specifically states to use a standard IDE cable. I guess that's um... the key.
Maybe Ultimarc should mention the differences between the cables so people don't trip over this. Maybe even put an explanation into the Wiki? Especially since there might be more scrounging for this cable.