It's actually a perfectly valid question, and one that's easily answered.
Heat, from any source (fire, etc.) is actually energy, the same as light is energy, and exhibits much of the same behavior. Heat radiates directionally the same as light would, and reflects (bounces off) from a reflector in this case the log wall you have set up exactly the same way light would. In other words, if your reflector wall is vertical, the heat will bounce directly back at the energy source (the fire). If, however, your reflector wall is angled back at 45 degrees, then the energy (heat) is going to be reflected straight up ... not back at you.
You can easily test this with a flashlight and a white card as a reflector. The angle of reflection is equal to the angle of incidence, or something like that.