There's a sweet spot where the stick clicks sound very robust and nearly woodblock-like- just like when the stick's turned around- so much so that I've occasionally been asked to
not do it, because someone felt the sound should be more subtle. Did no one show you?
I've got the technique/position down well enough that the consistency results in a small worn spot where the butt end of the stick wears the coating. For a couple of decades (according to him), the leader of the jazz ensemble at East Carolina University made every drummer turn the stick around for rim clicks because of the less-robust sound, until me; he never noticed I wasn't doing it until he happened to look right at it one day, and between songs (in class), he asked how I was able to do it. I showed him, and he never asked me to turn the stick around again.