The first picture shows a close-up of the birch branches, which have been opened. In the second you can see the difference between two bundles of closed branches on the left (which is as they'll appear when you receive them), and two bundles of opened birch branches on the right.
Birch Branches come with the branches folded inward, creating a nice dense display. If you'd like an airier, more voluminous display, you can open them by carefully pulling the side branches away from central branch. The second picture above shows the difference between closed Red Birch Branches, and opened Red Birch Branches.
Birch branches-Red 
not quite as expected