writing to a shapesheet section via CellsSRC - but from the bottom row upwards!

I hope I'll kick myself:
This code loads "test_1" through to "test_10" into Scratch column A.
Whilst debug.print shows a progression of values through a For loop from "test_1" to "test_10", the values appear in the scratch section with  "test_10" on the first scratch row, and  "test_1" on the last (bottom) row. Why? and How do I invert the order in the scratch rows?
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Sub Scratch()
Dim pag As Visio.Page
Dim shps As Visio.Shapes
Dim cel As Visio.Cell
Dim i As Integer
Dim str As String
Dim rowCount As Integer
Set pag = ActivePage
Set shps = pag.Shapes
str = "test_"
For i = 1 To 10
    shps.ItemFromID(1).AddRow visSectionScratch, visRowScratch, 0
    rowCount = shps.ItemFromID(1).rowCount(visSectionScratch)
    Set cel = shps.ItemFromID(1).CellsSRC(visSectionScratch, visRowScratch, visScratchA)
     cel.Formula = Chr(34) & str & i & Chr(34)
    Debug.Print "shp.rowCount(visSectionScratch) = "; rowCount
    Debug.Print "str & i = "; str & i
Next i
End Sub

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Kelvin4