"Ceiling Down" orientation will give you a little bit better containment. For example, if you placed an AP on the wall facing west and a few rooms down you placed one on the opposite wall facing east, the signals would probably hit each other. In this scenario, you're attempting to have the AP's as far reaching as possible to service a low density population.
However, if you have classrooms where there are 20-30 people inside each, you will want to contain the signal from the AP's to a smaller area so you can service the high density. If everyone in the room has a laptop and a cell phone, you are now servicing 60 devices...
Make sense?