The hole in the back is especially placed in order to show the barcode of the movie inside. This allows movies to be put in envelopes and labeled completely by machines. The machine scans the barcode from the outside to identify the enclosed title in order to know who to ship it to. Automation improves efficiency, which shortens processing and delivery times.
Once you receive it and return it, they have to open the envelope to remove the movie anyway, so the direction your disc is facing is irrelevant.