Some of the photos of this species that I found elsewhere on-line are a lot more appealing to look at than this one; it's possible that the flower has not fully opened or something.
Even more disappointing than the photo of this particular Masdevallia is the fact that this was the only Masdevallia I saw at the 2015 show. (Or at least it's the only one I got a photo of: I assume that means it was the only one I saw.)
I don't quite get the species name, either. It doesn't look like a sea snail, at least no more so than any of the other Masdevallias I've seen. Basically this one's just confusing and/or disappointing all the way through.