Square lube groves hold lube tighter. But are harder to fill out when casting. Plus don't drop from mold as easily as rounded groves. Dropping from a mold is the biggie. Skinny o ring sized channels of lube can tend to yank right off a bullet. That's why this forum has an entire category devoted to lube recopies. Add some lanolin or any of the other dozens of fixes for making a more sticky lube. All part of what keeps this site jumping.