The Falcon 9 is assembled rolled out to the pad horizontally, then it raised into the vertical position in preparation for launch.
It can be more complicated to design satellites (esp satellites that have large optics in them) to deal with gravity in two different orientations.
Atlas 5 "roll out": https://spaceflightnow.com/2020/07/28/photos-atlas-5-rolled-...
Falcon 9: https://www.youtube.com/watch?v=TYJuHuhPxGU
Bonus video, Smarter Every Day chatting w/ the CEO of ULA while watching a Delta IV Heavy roll out to the launch pad: https://www.youtube.com/watch?v=OdPoVi_h0r0
"When he wants more thrust, Ivan doesn't look for a fancy propellant with a higher specific impulse. He just builds himself a bigger rocket. Maybe he's got something there." - J. Clark, Ignition! https://library.sciencemadness.org/library/books/ignition.pd...
On the other hand the Soviet Union did develop syntin... (also from Ignition!)
Only exotic (presumably optical) sats from three-letter agencies really demand it, and even then we don't know if they really need it or would rather just spend the money to make it the launcher's problem rather than do a redesign or evaluation of their system.
How much tine does the industry need to adjust?
Here's a good overview of the process (though in this case it's a satellite that can safely be transported in multiple orientations): https://qz.com/1346279/big-plane/