The orientation of the 80 watt bulb in the housing is scattering the light up and down rather than left and right. Also could potentially be blinding to on coming traffic. I bought a set from VLED that looked just like that 80 watt bulb with same orientation (leds facing north and south). Was flashed by traffic. Later checked their site and they had a revised version that you could turn/focus the beam. Ended up returning the first set and buying the revised version. What a difference.
I'm not sure a north/south versus an east/west LED orientation will cause more of a blinding light for the same powered lamp within the same housing. The in-direct disbursement of these lamps are caused by the inherent design of the fog light housing/reflector itself. These housings are specifically designed to produce a very wide horizontal and narrow vertical pattern.
If I was to guess an east/west orientation of these 80w LEDs would be a little brighter, since the LEDs would be directed towards a larger portion of the reflector within the housing, but I'm not sure they would be less intrusive to oncoming traffic. As they are, these 80w LED lamps appear visually less blinding/intrusive than the stock 25w halogen bulbs and the 50w LEDs compared here (which both produce some direct light toward the oncoming driver). This is where I believe you will find the greatest benefit to oncoming traffic - not having a direct light source (halogen bulb, or LEDs facing forward) pointing towards the oncoming driver.
I did just look up the VLED bulb you referenced and they do mention the reason for the new rotatable/adjustable base version is "for proper LED indexing in the lamp housing". Which is what I mentioned earlier, to align the LEDs towards the largest portion of the reflector in the horizontal position.
I would definitely be interested to see some side-by-side comparisons of LED lamps with adjustable orientation for both light output and glare.