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Sure Chip,

The bungee cords go to the outside.
The wider section is the front.
The wider section wraps around the outside front of the cooler and prevents it from sliding forward.

I would set the cooler on the center of the floor where you think it will go and then lay down the cleats so the front piece wraps around the front of the cooler.
You can then slide the cooler and the cleats froward or back to get the position you want. The cooler does not have to be all of the way back touching the console but the cooler should be touching the front of the stops on the forward part of the cleat.

I see one of your photos in your personal page looks like you have the cleats properly located but it is hard to tell if the cooler is sitting all the way on the floor which it should.
http://www.whalercentral.com/images/p...481rev.jpg

I would even leave about an 1/8" gap between the cleats and the cooler. The cooler doesn't have to be tight in the cleats. The toe pieces of the cleats keep it from sliding to far forward and the console stops it from sliding too far back. The bungees do the rest.