The softer face is not always the rotating face, but is almost always the spring loaded face. The softer face being the sprung member allows it to 'wear into' a harder surface, i.e. the harder stationary or non spring loaded face. In the optimum tribological scenario, we want two dissimilar materials with differing finishes and hardnesses so we maximize lubricity and upper PV limit capability.
Soft is a relative term, as even with hard seal face pairings there will be a hardness difference between the two. The exception is when you run like hard face materials against on another, which is not a common practice due to the huge drop off in PV limit capability.