I think they mean like if you're looking through at the Blizzard straight on, the Symbol should line up in the middle on the other side. Hard to tell with images, but it looks like they're off a bit, could just be perspective though.
Anyway, I think they're pretty nifty. The box is the best though honestly. I wouldn't buy any WoW cups myself though, already spent too much on the stupid fancy goblet thing they had after one of the BlizzCons.