The reason for FORCE Technology^TM

For over 100 years, bat manufacturers have placed their logo on the FACE grain of White Ash and have instructed players to hit with the LOGO UP.   This results in ball contact with the EDGE grain. 

The explanation often used is that this is like hitting on the EDGE of a "deck of cards".  For White Ash, you want to hit parallel to the growth rings because the force is transferred solidly through the grains.

Hitting too often on the FACE grain of White Ash could result in "annual ring separation", or "flaking".

The White Ash bat shown above has been hit too much on the FACE grain and has "annual ring separation"