The photo above is the under-garment concealer. Looks tight around the capsule with no obvious entry except from the end. Might have a hole on the face which is not easily seen, or might make the mic end address went fitted in the concealer, even if the mic itself is side address, by having enough space to allow passage of sound from the end to the side-address entry. [shrug]
In contrast, the photos of the button-hole 'grid' show the little tube exiting the side, which would seem to indicate the mic underneath is side address. But it's hard to tell from the photos as that grid looks like it could have some space underneath.
The dimensions of the mic are so small and it's pickup pattern so omnidirectional that orientation doesn't really matter much, except in mounting situations where the entry port may be blocked.. and in that case it does make a difference.
The advantage for most users will be the flat format which may be easier to mount and conceal on talent without blocking the ports.