Can you imagine being the very first person to be sold a fax machine? Every new technology has a tough startup period where it's use is restricted and limited because its use isn't widespread.
I understand your point, but the initial proliferation of fax machines was helped by businesses and governments buying a lot of them at one time for internal communications. Western Union even had a fax service that exposed the tech to the public. This planted a seed of usage that grew.
Beta-Max was superior to VHS, HD-DVD was superior to Blu-Ray, Firewire was superior to USB. The better products didn't make it because all their liscensing fees were higher per unit than the winner. Let's see what intel does with thunderbolt to see if it wins over USB3 or any other technology.
For Betamax, Sony also wouldn't license it for porn, which is considered one of the major killers of the format. There was also the fact that that Betamax cameras couldn't play back. It also couldn't record as long, not enough for a whole movie when rentals hit. Out of many different things important to the consumer, the only thing Betamax had going for it was picture quality.
For HD-DVD and Blu-ray, Blu-ray has a higher storage capacity, higher data transfer rates and required hardcoating of the disk. But the main reason for its success wasn't licensing or technical issues, but shifting business alliances plus Sony deciding to put Blu-ray into the PS3 game console.
While Thunderbolt does have equivalent uses with USB3, it can survive as a complementary standard since it can do things USB3 can't. I don't think Intel is charging much for TB licensing, but the hardware is pretty expensive for now (even controller chips in the cables). That will go down over time, and by then Intel can release optical TB.
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The USB connector has a visible metal shield wrapped around the contacts for protection and electromagnetic shielding. The seam on that shield is on the bottom. Once you see the shield, you simply position it's seam on the bottom and plug it in.
Many systems mount the USB port upside down.
The standard is to have a USB logo on the top of the cable and you see what while you're plugging in to know you have it right. But then some people put the ports in upside down, and it's hard to see most of the cable logos in average light without looking hard.
And all that doesn't answer the question of what you do when the plugs are sideways, as is common.