You'll get somewhat increased friction (and associated wear) by having it tilted away from 90 degrees from the plane of the wheel. (On an angle, the tire in contact with the roller on the 'high' side is further away from the axle than the point in contact at the 'low' side. Essentially, you have two different radiuses...(radii?) Since both points on the tire HAVE to rotate at the same RPM, the 'High side' of the tire will be moving past the roller (relative to the roller axis of rotation) faster then the 'Low side' of the tire. This will lead to a scrubbing action, increased heat in the tire and roller, and increased wear.
That being said, if there was a 1/4 inch difference between the two radiuses, it would result in approximately 2% 'speed' difference between the two points. The more 'grip' the roller has on the tire, the more power you'll lose.
This difference in radius of contact is the reason why it's a bad idea to have a concave shaped friction roller.