In my opinion, there are several reasons why manufacturers design the center channel differently than the mains/surrounds, but it has nothing to do with sound dispersal. First of all, they design them to fit on your television. Try to find a place to put a large bookshelf (or a floorstander!) on your TV. The second reason is that because they are often placed in an entertainment center, they are rarely ported, while most mains/surrounds are. Thirdly, a horizontally placed speaker looks better.
Most center channel speakers are tuned for midrange, and the manufacturers TRY to match the timbre of the other speakers despite the difference in design. Some get it right, others aren't as successful. Having matched drivers doesn't guarantee that they will have the same timbre.
Some HTIB's left and right channel speakers cannot reproduce midrange very well, and they try to make up for it by adding additional drivers in the center channel, since that is where 90% of what you hear comes from.
As far as sound dispersal goes, having the drivers placed horizontally rather than vertically causes voids from standing waves if they have multiple speakers producing the same frequencies. Vertical speakers do this as well, but the voids are vertical rather than horizontal, so you will not notice them from a seating position.
If you have room to place a speaker that matches your mains in the center, you will have much better transition than if you are using a regular center channel. Many people who use front projection do use three matching speakers across the front.
Just my 2bits.