You folks are all correct, its a "reverse lever" and for the reasons cited, a leading/trailing shoe set up works better if the lever rotates against the rotation of the wheel, typically plunger and early S/A bikes have a good rear brake with the lever pointing down on the left side. Later S/A bikes have it pointing down on the right, so again, against the direction of rotation.
Some AJS and Matchless bikes have the lever on the front hub on the left, pointing forward, so again a reverse lever.
If I could find fork sliders with fore and aft lower mudguard stay mounts and Y bracket bridge, the whole front end could be reversed to give a left side forward pointing lever, in the AJS style. Reckon this would transform the full width iron hub brake mediocre performance to something a good deal better.
Once a shoe contacts the drum, further movement of the cam is stalled, with the normal full width front hub assembly, it's the trailing shoe that is getting the first touch, so servo action from the leading shoe is minimal. Trick removal of lining thickness to the trailing shoe was done in the past to effectively run on just one leading shoe.
Swarfy.