Is vertical text ever successful? (p.120)

Most of the time when I see vertical text it seems to look awkward. Roman letters seem to fit better horizontally, not vertically.  I feel lowercase lettering is especially unsuccessful when seen vertically. Many times these errors can be fixed but when is it okay to use vertical type?

I guess bookspines, which we have worked on in class can be an instance where the vertical type can be used. In my opinion san serif text looks more pleasing to the eye in all caps or small caps. Vertical text can draw in the eye and make you stop and actually read what it says. It stands out.

http://myweb.uiowa.edu/ssampsn/paulascher/pictures/4.jpg