Scott7m is correct, many boilers have hundreds of ft of tubes in them, makes for huge sq. ft. of heat exchange , but that's not possible in a smaller unit.
If you have ever seen in fared pictures of heat ex changers you would notice that any sharp outside corners or the nobs that protrude from the inside walls of cast iron boilers are much hotter than the surrounding surfaces, they collect heat and transfer it into the water.
If you look back at earlier posts you will see where members who have built furnaces, and Evan some who have bought furnaces realize all that air going in the front and zipping out the stack isn't doing any good if it takes all Btu's with it , the first thing they want to do is put in some type baffle, which can improve efficiency , but how does it do it ? a piece of plate blocking the exhaust path can help by slowing down the air flow, but that same pc of plate isn't transferring
any heat into the water jacket, its just storing heat to let it escape out the chimney later.
so with some thought you can build these restrictions into your furnace, [ i call them spoilers] so that they are part of heat exchange system.
so getting back to square or round , i prefer square, it might not be as easy but it lets me mess with the air flow ............. just my thoughts