Less unsprung weight allows the suspension to follow the road contours more effectively. Sprung weight is the desired characteristic for a vehicle and flipping the shocks upside down puts most of the shock weight (the shock body, its internal mechanism, and 1/2 the weight of the spring) onto the frame 'ear' moving it off the LCA. This is the reason why some very high performance cars have a pushrod attaching the shocks/springs to the suspension control arms with the entire shock mounted inboard - it is all sprung weight.