How many times have you seen Billboards with the writing facing outwards on one side and inwards on the other? Not too many?
My understanding of these tyres is that once they've been mounted and driven on, they develop some sort of memory so that THAT direction becomes the direction they should always travel in. Like, don't change them from one side to the other once they've been used unless you remount them on the opposite rims so they continue to run in their original direction. (But then you hide the lettering and that's no fun!
) Make sure you chalk mark them whenever the're off the car so they go back onto the correct side.
Looking forward to some great photos of newly-Billboarded Cobras now.