Assuming the longest dimention of a cross section is the same in both a circle (diameter) and a rectangle (diagonal, corner to corner), which would have the most surface area (cast the 'greater' shadow')? ('Shadow' equates to 'usable' surface area.)
Then, since most antennas using a loading coil are for a mobile, which of the two shapes would have less wind resistance? Even with today's gas prices, gas milage doesn't have much to do with it, but the resulting forces because of the shape do have considerable affect on what is required to make the antenna practical.
Then, since we're talking about things that have very little electrical affect, lets silver or gold plate the coil to increase conductivity! Which brings up a safety issue, reflected light. Ever get 'blinded' by a chrome bumper? Ever wanna beat the @#$ fool with the chrome bumper? And because of the additional movement of most antenna loading coils, flash, flash, flash sort of thingy, ever seen rhythm induced epilepsy? ...
... sort of a stretch there? Lord! I hope so, but just about as pertinant as flat/round coil windings.
- 'Doc