Odd, I have just looked at mine and the front brake pads are set up with the longer bit towards the front, ( the original blocks), which to me seems a bit weird, but thinking about it, when you apply your brakes the canti swivels slightly when the block first contacts the rim and so digs in the tail of the brake block, which is the shorter part and there I should think is the stronger part of the block because the tail is nearer to the centre, if that makes sense. Am thinking the rotation of the wheel aids the braking by pulling the braking surface onto the rim in an almost Scott Pedersen fashion.
The blocks on the rear wheel are the other way around, what I would before writing this, think the right way round, I wonder.
But anyway got some Clarks cartridge brakes coming, I will think about it then, unless someone more knowledgable explains it all.
But thinking about the action, I have come across some banana shaped blocks before,( the old tufftrax when I first got it), banana shaped across the braking surface, I wonder if this was the result of blocks the wrong way around and just yanked on at speed bending the breaking surface.