[] Some neon bars illuminate the walls, others just shine in my eye

Why do these neon light bars shine against the walls and give a nice glow.

But these just shine in my god damn eye and don’t display any light on the wall at all.

(Picture 1 is taken on a wall facing the main door of the condo while picture 2 is taken while facing the beach, so maybe it has to do something with the way lighting is positioned?)