When Apple started making PowerBooks, the logo on the top cover was oriented so that it's upside down when the laptop is open. Why did they do something dumb like that? Because user testing showed that people naturally tended to orient the logo so it looked right-side-up to them before trying to open the laptop. In other words, it worked better for the user to orient it that way.
Unfortunately, that meant that someone looking at a PowerBook user saw the logo upside-down. How awkward! How unflattering! How inelegant! This simply won't do! So, the change was decreed: logos must be oriented to look nice to the audience, and users just need to train themselves to deal with it.
Old vs. new. Optimized for use vs. optimized for appearance and impression.