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I don't know why Bogen-Manfrotto insists that using the camera upside down is the way to go. For me, it is far easier to have the camera swinging on the "U" bracket right-side-up!
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It is probably to reduce the camera height, as I've run into problems in many shooting positions at the venues I shoot at where having a head on top of the monopod meant the camera was just too high for me to shoot with while remaining seated in my fixed position. Granted, the difference with this head is minimal, but even the Manfrotto 3232 swivel head, which is about the size of my hand, made it so that I couldn't use my monopod effectively while sitting in my little 4-by-4 spot.
The camera is slightly lower when mounted upside down like in the product image, which could be the difference every now and then.
That said, it looks pretty fussy to have the lens mounted upside down like that.