I immediately thought this was odd too...but I think it's to show off the cartridge artwork?!
NES and later generations always had the cartridge facing frontwards. I was a product of the "NES generation" and even though my mom never got me that Nintendo I always wanted, I lusted after the games and longingly watched my friends play at their houses. So at 21, I find a CIB NES in the garage and I'm hooked. Seriously mom, how did you buy me an NES and forget to tell me about it?
Moving on, eventually I had every Nintendo system (NES to Wii, Game Boy to DS) so in 2011 I got a Genesis, 2012 Atari VCS/2600. Wii-U and Ouya 2013. 2014 was the year of the 7800 and Turbografx. 2016 Retrousb AVS, 2017 Switch, 2018 Super NT. Recently I've become enamored with micro arcade machines which seem to be everywhere and I've got the collector bug.
I signed up for AtariAge to troubleshoot some video issues, then got enamored by the community and lively homebrew scene. What really was a head scratcher though was the cart port on the Atari facing "backwards", plugging controllers in the back, and the rear facing difficulty switches on my 4-switch woodgrain.
Do not try to over analyze it, but the first time I attempted to plug in an Atari cart, it was label facing frontwards. And it did not fit.
Prior to Nintendo, there were no standards. Labels, controller ports, switches faced backwards. To the millenial generation, that doesn't make much sense. I get that. Every other postcrash system outside of Atari's ecosystem had carts upright label facing forwards. Well except the NES toasters! And we all know how reliable those cart slots were...
So it makes sense, if Hyperkin is catering to a post Atari generation who wants to experiment with the games of their forefathers, to place the cart slot with the label, controller ports, and difficulty switches facing forwards, like every other console since, even if it makes us "old farts" want to facepalm ourselves.