i got it, it's the leading char:

/*

NormalConvertBigEndianFinalResults

$1 egaP thgilF rof eeF noitcasnarTTransaction Fee for Flight Page 1

*1 egaP thgilF rof eeF noitcasnarT noddAAddon Transaction Fee for Flight Page 1

*/

DECLARE @MyTable TABLE(id int identity(1,1) NOT NULL PRIMARY KEY,val varbinary(max))

INSERT INTO @MyTable(val)

SELECT 0x24005472616E73616374696F6E2046656520666F7220466C6967687420506167652020202031 UNION ALL

SELECT 0x2A004164646F6E205472616E73616374696F6E2046656520666F7220466C6967687420506167652020202031

;with MyCTE

AS

(

SELECT CONVERT(VARCHAR(max),val) As NormalConvert,

CONVERT(VARCHAR(max),cast(reverse(val) as varbinary(max))) AS BigEndian

FROM @MyTable

)

SELECT *,REVERSE(LEFT(BigEndian,LEN(BigEndian) -2)) As FinalResults FROM MyCTE