It's partially due to engineering practicalities too.<p>Take two rings (imagining they are the top and bottom of the tower) and tie string vertically between them at 20 or so different points (these are the long girders used to build the tower). You now have a straight cylinder.<p>Twist the top ring slightly, and all the 'girders' remain straight, but the cylinder becomes a squashed hourglass, just like a cooling tower. This shape is a lot stronger, but still uses plain straight girders.