Mainly intended for dedicated horizontal burning probe start metal halide lamps like Sylvania’s Horizontal Super Metalarc lamps. Those lamps have a curved arc tube to enhance light output during horizontal operation. The arc tube will need to be oriented in such a way that it curves downward to ensure proper operation. They also use a locating pin on the base to ensure proper orientation in position oriented E39 lampholders and to prevent accidental installation in normal E39 lampholders.
Here is an example of one of those lamps:
https://ebay.io/m/X82PsX