Unfortunately with EPSON displays, that is the correct way up. If you have ever taken apart a 6100 phone you will find that the connector is at the top. It's beyond me why Sparkfun put the display the way up they did.
I am yet to find a way which rotates the screen 180 degrees without causing the image to muddled up.
The closest I got if I remember correctly is to call:
graphic.Configure(0);
But it wasn't very successful, so I haven't documented it.