Ariane rockets are also assembled vertically [1]. Since assembly and adding the payload are two discrete steps, done in two different buildings [2], both of the times vertically, that tells me that there is more to it than the payload.
[1] http://www.arianespace.com/spaceport-ariane5/launcher-integr...
[2] http://www.arianespace.com/spaceport-ariane5/final-assembly-...