SpaceX, who tend to be a lot more budget-conscious, assemble their rockets lying down and then hoist them to vertical, thusly:
http://www.youtube.com/watch?v=XrAr4ovtf9Q&feature=relat...
That seems a lot easier and cheaper. I'm tempted to think that maybe there's some factor that makes it more difficult to engineer a rocket that can handle sideways stresses as well as vertical stresses, but... heck, it's a rocket, they shouldn't be that fragile, should they?