Interesting point 411A. But as they say on the emergency briefing (well some of them anyway) 'please take time to familiarise yourself with the location of the exits bearing in mind that the nearest usable exit may be behind you'.
I'd like to think that if the smoke's coming from where the lights are enticing me to go that I'll still get some guidance on how to get out. But on the other hand, maybe if everyone is going in the same direction it's better overall.