PCM1865: SPI r/w bit position

Within PCX186x datasheet, section 9.5.1.3.1, the bit position of the r/w bit is a described inconsistently. Once as "most significant bit" and in the next 3 figures (Fig. 47..49) as the 8th bit (MSB-7) resp. directly between address and data word. What's the right position MSB (1st sent bit) or MSB-7 (8th sent bit)?

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