Which Way is UP, or Does it Matter?

Which Way is Up?  And do you have to print/frame and image in the same orientation that you captured it in?

View #1:

View #2

And is there anything magical about printing full frame?  I know that the objective is to 'crop in the camera' as much as possible.  But sometimes you know that there is something that you want to capture in a scene, but you may not know how you want the final print to look.

We'll spend the week exploring some different cropping options...........And we need to decide which way is up?