This is one of the threads.
http://www.cloudynights.com/ubbthrea...l/fpart/1/vc/1
The last few comments are talking about facing the camera but I can understand that reflecting light away from the camera makes sense.
With my filters I can't clearly see a shiny and non-shiny side, but I can see the "hall of mirrors" effect on one side that someone mentions. Maybe this is the anti-reflective side and should face the camera as described. All this may be easier in bright daylight.