I know what you mean. Unfortunately, I don't have Word 2010 installed on this machine, so I cannot experiment. In my research I have found indications that you can create vertical text in Word 2010 by using Word Art.
WordArt Vertical Text: To switch between vertical text and horizontal text, click WordArt Vertical Text on the WordArt toolbar.
http://support.microsoft.com/kb/312802
You may also wish to read this page:
http://www.ehow.com/how_5839254_create-vertical-type-word-document.htmlSteps 7-10 for easy to follow instructions.
Note again, that I cannot experiment so I cannot say for certain that this will produce actual vertical text and not rotated text.
Orange Blossom