Up until last week I would have said this was a snake oil trick, but actually, running a Maxxis Minion DHF on the rear, in the alps and initially following the rotational direction, I found it locking up and snaking way too easily under heavy braking. Switching it around, so that the tread gave an ‘open V’ shape to the trail, I found really improved the braking performance.
It was the only spare tyre I had hence why I was using it. The other guy I was riding with (who was seriously good I should add and a design engineer riding a bike he had designed and built) was also doing the same thing, so maybe there is something in it.