Message in the Bulb 306014G Madison Lamp Base - Black Knurling (Type G Plug)

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.