Another vote for PU side up:
Silicone impregnates the fibers*** (it becomes one with the fabric instead just coating it)…so the idea I have here is that if you put the sil side down, you’ll have better durability against rubbing/abrasion, which could cause the PU coating to flake off.
***This is the case in silnylon. I expect that this is the case here as well. I’m making assumptions, but I’d imagine that they took sil-impregnated polyester and then put a PU coating to one side for added strength/durability
NOTE: This is 100% speculation but I think the other two reasons that others (Thomas and Hoosier) have given would be enough to put the sil side down regardless.