Aatrox Builds

So I want to get started on playing Aatrox (pls don't meme me) and I've looked up builds on sites like champion.gg or op.gg. People always seem to go Bork into Cleaver into Tank. Why is that? Is it possible to play him full damage (if you're snowballing or know you'll just be splitpushing and/or 1v1ing anyway)? Also, why would you build these two damage items over Rageblade? It seems fantastic on him.
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