You will get your blades to last longer if you flip them around when you think they are getting dull. Every cutter, I don't care who makes them, has a slight percent of angle to the blade. By turning the blade around you are getting a new edge (I've worked with a lot of different equipment over the years. There is always deviation.)
I also use an old rotory cutter. I explain to people all the time not all tools fit the job or the person using it That is why there are so many with the same purpose and different designs. It isn't all marketing (lots of money goes into development and design too).
I just know that if I am cutting long strips, I want a cutter that will stay with the same orientation every time. I don't want to worry that I might have tilted the cutter off angle or something.