I'm sure there are people who make wire wrapped bead chain without any concern for the direction of the loops. I know I've tried, but I just can't believe that there isn't a right way to do it. (Isn't there always a right way to do things? - No, there really isn't, but I digress...)
In any event, I have honestly spent years experimenting with the different ways to make chain trying to decide when I make a link - should the loops face the same way and line up with each other, should they face the opposite way from each other (I guess that would be perpendicular for the geometry buffs amongst us), or would anyone even notice, so who cares? My conclusion is that they should face the same way.