I forget the reason that the pleats are supposed to go down, but you're right, they do go down on the other side, and it doesn't really make a lot of sense to me as the pleats actually unfold when you put them on. They are what allow it to go under your chin. And yes, the nose wire is put in place before the pleats are done. But, if it is essential that they go the other way, the person can always wear it with the other side out - the only thing that will happen then is that the slit for the filter will be on the outside, and that may not be optimal. On the other hand, there are masks with the filter slot on the very top, and they don't have a flap to cover that opening, so maybe that wouldn't matter then. I don't know... I just try to follow directions! (and, apparently, not too successfully at times!)