Yep, always aim back, not up.
You can live without a face, nose, sinuses etc. if you aim up too far into your palate. You still won't live without a brainstem or spine if you aim too far back.
I think the reason so many people make this mistake is twofold. One, despite the fact that they're going to be dead shortly there's still an instinctive response to choking or ingesting a foreign object. It feels like the bullet or shot is going to go down your throat of you don't aim upward enough.
Secondly, most people feel as if their thoughts or mind is in a space located behind the eyes and just slightly above them. It's mainly an illusion based on our senses, and the concious brain functions being biased towards the top and front of the brain. So the desire to destroy oneself makes it an instinctive aiming point, but not one that's universally fatal.
A moot point, I'd never leave a mess like that for my family or first responders. And I don't want to become an anti-RKBA statistic.