AZ, 250 watt DE and up can only go in the sockets one way. The ceramic ends are keyed for lack of a better word. And in every 250 watt DE I have seen, the nipple is always oriented upward, facing the top of the reflector.
150 watt DE has different ends and it can be installed one of two ways, nipple up or down. Cant be rotated more than maybe 5-10 degrees either, there is a little bit of play in the sockets.
Quis, the "nipple" of the DE bulb is the little button of glass on the outside glass at the center of the bulb. There is also one on the inside on that internal glass bulb.