Rationale: it breaks stuff. You should not be able to install over something already installed *and* linked. brew now prompts you to unlink the existing linked keg first.
I came to fix this because I discovered that `brew install foo` works without --force provided foo's formula version is different to that which is installed and linked. I'm not sure if this was intentionally broken, but it led to at least two tickets I found where people were getting crazy issues trying to install over the top of already installed previous versions.
So I also fixed a whole category of other issues, mostly by moving error handling into FormulaInstaller. Now error's can be caught in Homebrew.install and handled on a formula-by-formula basis. I will next port this behaviour to upgrade.