the valve only fits on that way! besides the valve is a full bore one and in its open position it has no restrictions to flow even if it was upside down. The flow direction on a valve is more important in its closed position rather than its open as with a closed a valve it needs to be able to seal and withstand possible pressure. The actual cause I identified in the end as not having a vent in the bottle to allow gas to escape while the trub (spent yeast) replaced it. What I should have done at the time was to put a small hole near the neck of the bottle.
You've got your valve in backwards. The handle always point to the direction of the flow when opened. You have it pointing up instead of down.