I still have trouble with this.
It's like someone got things muddled up years ago, and everyone since blindly followed.
My problem goes like this: I realised many many years ago, medals can be lifted, but if you twist them, this will probably damage the pin or the cloth.
So you mount a medal so that if you want to read the back, you lift it up, like an old-fashioned nurse's watch, not try to rip it off the wearer's jacket.
I then found out the orientation labelling was the opposite of what made sense....!!!!!!!@
What?? Why? Medals have a horizontal 'hinge' at the top, intentionally.
If they were to be twisted, they would hang from a single, rotatable point......