As noted by CDA, its the choice of the designer. For typical light and ordinary hazard fuel loads, upright or pendent, there is not much difference in performance. I think a reason you see mostly upright heads is the constuction. Its generally easier for run the pipe below the structure (beams, trusses, etc), and then riser nipple up to the head. I am curious what the sprinkler designers have to say about this though.
However, when it comes to high pile storage, FM did a very extensive series of testing about 4 years ago and found the pendent head is superior for high challenge fires involving storage. This configuration allows the water to be directly discharged downward, where it's needed, as opposed to a pendent which requires the water to be directed upward, then back down to the fire by the deflector. That is why the flow and pressure demands of some upright heads are larger than the same K factor head used in the pendent position within the 8-9 tables. In very high celings, the upright heads are not even allowed for some configurations.