Convenience or not, there is a right way and a wrong way to do thing. While I am first and foremost a sound engineer, I do lighting out of necessity.
With so much XLR cable in my inventory, using XLR is convenient. Doesn't make it right. ADJ, as with other lighting companies, has a responsibility to encourage and promote good operational methods. That means telling people to use the proper cabling. In the case of ADJ, it helps cross-promote their AccuCable line. Not only can ADJ say "hey, use DMX cabling" they can also say "we even make DMX cabling, so here ya go".
I think one of the issues with DMX cabling goes back to some sort of bad decision some company made years ago. I'm not going to name names as to which company made this decision because I honestly don't know.
Let's look at a bit of history.
XLR has been a standard for a very very long time, using the 3-pin XLR connections, male and female.
POWER for many video components uses a 4 pin XLR connector.
For a bit in the initial conception, MIDI was going to use XLR connections, but since DIN connectors cost so much less ad musicians tend to be broke. To save costs, it was decided to use DIN connectors instead, and standardize on cables being male to male(except in extensions) and connections on equipment being female.
DMX-512, based on what I've been able to read, originally used a 5-pin XLR connector. Yes, some microphones, such as the Shure VP88 and the Audio Technica AE5200 and ATM5200DE also use 5-pin XLR connectors, to break out the two microphone elements via an adaptor cable.
Now, we all know that DMX-512 only uses 3 conductors: shield and and + and -. This means that it CAN be used on a 3-pin connection, leaving 2 pins not used. 5-pin XLR connectors cost MORE than a 3-pin connector. Proof of this is that you can easily buy or make adaptor cables for this. The only hard part is buying the 5-pin, but that's not terribly difficult if you know where to look. Just takes some knowledge you get after being in the industry a year or so and become familiar with the various manufacturers.
So, to save cost, some company decided to go 3-wire XLR for DMX. This was most likely a company like ADJ, who was trying to offer cost-effective fixtures at affordable pricing. This was coupled by retailers not knowing that DMX should have different cabling. Since 3-wire DMX is wired the same as microphone XLR and use XLR connectors, it just adds to more confusion. As a result, people ASSUME(as I did) that microphone cabling works fine. To keep matters een more confusing, it WOULD work, thus there was no apparent need seen to buy DMX cabling, which is no more expensive than XLR microphone cabling. Well, sometimes DMX cabling may be more or less expensive, but usually not by a whole lot, in my opinion not enough to discourage making the right decision.
As we can see, each year thousands of newbies enter the entertainly business. That means that most likely 90% of them are joining and making this exact same mistake: wrong cabling for DMX. Unlike other things, making the wrong choice can be never know for years because they are simply ignorant over this issue.
I had a similar issue recently, with a DJ I work with on a now regular basis. Let's put it this way, the guy is no dummy. He's a good DJ, he's a smart business man. But, in typical DJ form, he's got RCA outputs on his mixer. So, he bought cables that go from RCA to XLR. This DOES NOT balance the connection, merely adapts it. Taking that and running it down a 200-foot multipair cable, that's 200 feet of unbalanced run down balanced cable, plus the 2 25-foot XLR's I had to hook into his adaptor cables, which were at least 25 feet long. Just because it DID work doesn't mean we SHOULD do it. I have bought an adaptor cable for him to use going forward and use a stereo active direct box. No more problems.
Another issue with lighting ties along with ignorance. The DMX Terminator. So many ADJ manuals talk about using and even BUILDING a DMX terminator. Retailers are partially to blame because they don't tell people about this. I mean, how many of these guys working retail are also weekend warriors and doing some of this stuff on the side? They should have better knowledge. It is apparent that they don't. Not only that, but retailers don't carry things like DMX cabling like they should as well as pre-made DMX terminators. I can get the resistor for like 100 for $2.25, ad the male XLR for under $3 if I can get them on sale, and I'm talking about a good quality Neutrik connector too. Going back to supporting the ADJ brand, the Accucable DMX connectors are a fairly sturdy product. I bought I think 10 sets of these and I'm fairly impressed with them. The soldered easily and connected firmly and the parts stay put.
I don't know of any lighting schools. I'm not going to even argue whether or not lighting is easier or harder than audio. The disciplines are different, so they don't fairly compare. I know there is theater lighting courses, but there are also guys who work full time doing nothing BUT lighting.
Education is important. We can start this education with the manuals.