According to Handloader Magazine (either Brian Pearce, Dave Scovill, or Mike Venturino), the square grooves (like the original Keith bullet) are better because they carry more lube. I think there was and article in a recent issue written by Brian Pierce where he mentions grease groove shape. If it wasn't those guys, it might have been John Taffin.
As I get older, one of the things I miss the most is my mind.
Steve