crown molding placement

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Should crown molding be positioned like this:





Or like this?





I have looked at various web sites, and they all have it differently. Some have the small "cove" part against the ceiling, and some have the wider part against the ceiling. Is any one particular way the "right" way, or is it a preference thing? My boyfriend, who is a carpenter, was taught to have the cove part against the ceiling. Any help would be appreciated. Thanks!