When I buy single serving packages of ice cream or pastry products, the cashier often has a fit trying to flatten out the bar code that is wrapped over an edge. Sometimes, I'll hold and stretch out the wrapper for him, using both my hands to do so. If the manufacturer had simply rotated the printed bars by 90 degrees, they would always have a flat plane image to scan. We've had bar codes for around half a century. How could so many manufacturers be so numb as to not have figured this out?