I asked about this because we're actually working on this (and a few other things) in some detail right now.
Here's my view on it. In the normal dance position, the axis of the lady's neck in not vertical, but is tilted slightly back and to her left. Maybe the technique books don't exactly specify this, but all the really good dancers dance like this in normal closed position. If the lady turns her head into promenade position, i think this axis should remain unchanged. This will result in an 'up and over' type of movement. If my partner does the head movement as if she were shopping in the high street, i.e. with her neck axis vertical, she is too close to me.
That's how i see it