Credit where it's due, this does what it claims in that it flips from mode to mode as you turn the bulb on and off. When it's in a hanging position the "flame" effect inverts to match. Just screw it in, toggle the switch for whatever fixture it's sitting in.
But let's be honest, if you're looking at this product, you want to know if it looks like a flame. Well, I've attached ten seconds of it in action. I found it lacking on close scrutiny, but sufficient for background Halloween effects. Only has a passing resemblance to a flame, though.