USERELATIONSHIP and direction of context propagation

My friend Hrvoje Piasevoli ( twitter ) pointed out to me recently that when using USERELATIONSHIP in a calculated column, the output was not the expected value based on the selected relationship. I have used USERELATIONSHIP successfully in DAX measures a good number of times so I was surprised to hear the news.

In my effort to replicate the issue so I could better understand it, I used a calculated column on a BISM Tabular model based on the Adventure Works database. The expression, on the FactInternetSales table, was as follows: