You put it in, and it doesn't fit, so you turn it over.
You put it in again, it doesn't fit, so you turn it back over.
Now it fits.
And if it's like the one on my daughter's Kindle, that's because one of those insertions bent the shield enough that the connector can be inserted the wrong way, so that very soon, you'll break the little plastic piece inside the connector, essentially rendering your Kindle trash.
Ironically, this boneheaded government mandate will lead to far *more* e-waste than actually letting companies and their customers decide what works without the divine wisdom of a bunch of socialist lawyer potentates in Brussels....
No thanks, EUroweenies, I'd rather be free to choose a connector that actually works. I certainly would love to never see another microUSB connector again, as it's probably the worst power connector on the planet. (And it took some doing to beat the monstrously clunky UK power plug...) The *only* decent application for micro USB is for devices that are never unplugged, like some small consumer electronics equipment/appliances - it's *completely* unsuitable for anything that needs to be plugged or unplugged frequently.