[SpartanMk2] "A good indication of the top side of a USB stick is the company logo and size (GB). ~~ Or a quick look at the end of the usb"
Yes indeedy. HOWEVER! You are never guaranteed which way around those receptacles are going to be on the back of the damn computer. Most MoBos (OK, all, that I have seen) have them with the "thick part down" but when the computer stands on edge (tower config), and it's a BTX, which way is that? USB expansion boards almost all seem to have them upside-down (thick part UP)
Then there's the front-panel USB ports - some on edge "this" way around, some "that" way, and many upside-down. You are still, 99 times out of a hundred, going to try them first this way and then the other (Murphy states clearly you will not get it right first time) before geting them in...
And please don't get me started on the USB 3.0 "B" connector. That odd shaped plug (looks like a micro & a mini USB side by side, sort of) is as difficult to plug in & out as the 4-pin power connectors on an IDE device...