Makes a lot of horrible waste, though, both in terms of natural resources and labor.
It costs more too. Of the axes I've seen broken (remember, I was frontline customer service) I'd estimate that 90% were broken out of user error. I've seen handles with perfect grain split right down the middle along the grain. And I've seen handles with 90º grain take a hell of a beating and keep going (even though they looked terrible). I actually have a handle with 90º grain that I've been using for over a year now. I don't beat on it, I sharpen it, and oil it and take care of it and it's doing just fine.
The most important thing is not telling customers about how great your grain is, but setting expectations on how to use the axe safely and considerately. This goes hand in hand with oiling, sharpening and general maintenance. If you can make someone (a customer) feel proud to take care of their axe they will use it respectfully. It's not always about specs, sometimes it's education. We include an axe manual with each axe that talks about the importance of proper care and use. I've also conducted dozens of workshops where I've taught customers how to hang, sharpen, and care for their axes.
There are numerous parts of an axe that need to function for it to be a pleasurable and efficient experience. Hang, bit profile, sharpness, etc. Personally, grain orientation is near the bottom of that list. Those are my personal thoughts. Like I've explained before we specify and grade for grain because we know customers are looking for it.