The site contour label appears to orient the label text such that the text is viewed from the lowest elevation. In other words you stand at the lowest point on the site to read the contour labels correctly.
If your site slopes down from east to west the contour labels are upside down relative to the sheet title block. This is a break for the bottom / right viewing convention for text.
Is there a way to control this orientation?
I checked the contour label type as well as the Massing & Site tab but couldn't find a control for this attribute. I even placed the label line in a left to right and then a right to left manner, which would seem to be the way to control orientation, but this had no affect on the contour label orientation. I also rotated the label line after placement to see if the text locked to the line but this action had no affect in changing the label orientation.
Seems like this would have been brought up in Revit 2001 and already addressed but I can't seem to find a thread on it.