Vertical or Horizontal?

After finally discovering that we were dead wrong in our apparent laissez-faire attitude towards inserting toilet paper into the TP holder (see earlier post: "Which is Correct?"), we have been accused again of being dead wrong over the issue of which way to apply deodorant.

We know this is not a savory topic, but our DW is convinced that our habit likens us to the town idiot. In our defense, we find that the wide applicator is too wide for us to apply comfortably, and prefer the vertical approach because it puts the deodorant where we want it and not all over the place.

Is this wrong? Does anyone else in the world find these wide applicators a poor shape for their musclebound physique?