Fat Side Up or Fat Side Down?

So the question of the day on how you smoke your brisket. I myself do fat side down but have seen some people do fat side up. Googled it and found these interesting arguements for both sides. Check them out and enjoy!

1. Brisket - Fat Side Up/Fat Side Down?
2. Brisket fat up or down?
3. Question: Is it ever ok to smoke a brisket fat side down?
4. Brisket; fat side up or down?
5. Brisket-Fat Side Up or Down?
6. Brisket Fat Cap Down Test Results
7. Brisket...Fat side down?
8. About The Fat Cap, And Busting The Myth That Melting Fat Penetrates Meat
9. Smoking Brisket