The images are more a matter of how they were edited after shooting. The attraction of the 360 camera is you can record the footage then frame it after. You don't have to have the distortion. It doesn't matter too much which way the camera is pointing.
This is the same image shown in three different ways. The shot happens after the 30 second mark. The camera was on a selfie stick wedged into the harness. This was just mucking around. To get better images I need to mount the camera further away from my body to hide the join and reduce distortion.
The editing was done on an ipad. Apparently you can get much better results using a proper computer.
You can also get shots that are impossible with conventional cameras. Here are three views of the same shot.

