Game changer - 36er CARBON wheel!

Is there a correct way round to orientate these rims?

I’m talking about the direction of the shapes on the circumference?

Looking at the gallery here:

https://www.36pollici.it/trentasei-36-pics/

Most bikes featured there appear to have the longer line facing forwards - baring one bike where the front wheel has the long line facing forwards and its rear wheel has the long line facing backwards.

I’ve taken a close up look at the amazing video Ride Everywhere and from freeze frames it seems that wheel was built with the long line facing backwards.

Is there any logic to this and is there a way this should be built for unicycle duty?

Long line I speak of indicated in red:

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