I've always seen the distinction as one of reflexive vs. [can't think of word - presentive(?)].

I orient myself in the Shawnee Nat'l Forest using a compass and the stars.
I orientate new students in(to) the MFA program.

I guess there's an official orientation program in the second instance, and that's what makes the difference. Does this make an ounce of sense? It should be said that I bridle at 'orientate' because it does seem a superfluous affix.