Message in the Bulb 306028G Pop Table Lamp Base - White with Blue Cable

What makes "Message in the Bulb" lamp bases so special?

After installing the bulb on the lamp base, you can first turn the "Message" to the front, if the cable of the lamp holder is in an incorrect position, you can twist the bottom part of the lamp holder slightly, to turn the cable backward so it won't affect the total look of the whole piece.