Most probably about fitting more items. They seem pretty quiet about everything, other than saying "soon". Remember the issues (or look them up if you missed them) about upload vs optimized bounding box. It caused lots of confusion. Nearly flat items are rotated even if that means all the model surface gets full of steps making it useless (flat pendants with a loop) and not really making packing much easier. Other times a "symetrical" item (head) gets the main feature ugly (face) with the zone that will be not seen being pretty good (back of skull). Sometimes the new system even rejects items because they fit the maximum box as uploaded, but the optimized version is bigger in one of the axis.
It can also be about support material or even the part not breaking, but then the right path is also giving the option and providing detailed information about how to arrange parts to guarantee printability and quality. In any case, the modeller will have to learn the problems of the new media to achieve better results, but that depends in learning, and not luck and of course not being hold out of the loop.
But after seeing that "it has printed before" problem still happens and there is not even an obvious push to report problematic models every time they are printed (iterative improvement), cancelling new orders later instead, making the modeller and Shapeways look like total clowns... well, hard to have hope anything will be fixed, at least soon. It doesn't play along the idea of a direct sales business, specially for impulse buys and products that get famous by social media and have small spikes of sales. Or maybe modellers will just have to accept to only offer products that are fine even in the worst orientation.
Too much red tape, uncontrollable growth or chaos going on behind the scenes. Hey, a forum icon is still wrong, even after multiple reports and a fix being offered for free at least once (from someone that loses 5% with every markup reinvestment in SW). And that's a low hanging fruit that would give the idea that at least someone can paddle around the rough waters.