Oh you guys miss the proper ettiqutte in wheel building, not only does the hub lettering have to be facing so the rider can read it, when you build your wheel you need to line the writing up so you can see it through the hole for the tube stem, then lace up that wheel. There are two schools of thought for the tire label. One says you line the tire label up with the rim label, facing drive side. The scond argues for the tire label to be alinged with the stem of the tube. Not sure on just why each of these camps argues for either, both do agree that the tire label and rim label face drive side. I find myself in the later camp.