if you move the whole coil away from the posts and close to the airhole you'll get much better flavor and vape, coil should be pretty much centered on the hole, the "up and down" refers to just simply moving the whole coil either up slightly so you are drawing more from the bottom of the coil for more throat hit, or down slightly from center so you are drawing more from the top of the coil for more flavor and less throat hit, but this really only applies once you get the coil pretty close to the airhole to begin with. the tilt doesn't really make much difference I think he tilts is for wicking reasons more than anything else. also if it's tilted then a very slight turn of the atty cap can give the same results as raising or lowering the coil depending on exactly what part of the coil the airhole is lined up to, so a coil tilted slightly towards this: / would give more throat hit as the air hole goes towards the right side of the coil, but again I think it's more about wicking and keeping the squonk hole clear yet still having part of the coil low. play with it yourself but the closer the better as long as you don't let the coil actually touch the cap