I agree with BobH on the not mashing, but would say that where I'm from in the US, we'd call it 'butt-covering' on Simpson's part.

I've been using a brush to lather since 1975 or so, and I have always loaded the brush by doing circular strokes...never wore one out. I think you could die of boredom trying to load it back and forth, but then I only have one Simpson. Most of my other brushes cost less.