Why is this thing squared off on the sides? its just an ordinary light bulb not a halogen or anything like that

Philips Square bulb. Longer life with that design.  Well kinda.  sorta.  Someone else can explain it better.  They were cool though. 
https://www.youtube.com/watch?v=yCnp1nv3UkY
https://www.youtube.com/watch?v=GZsTjAUpWU8

These are T19 light bulbs.  They were produced by Philips back in the 1990's.  Childhood memories 

I remember these bulbs I think ee had a few of these in our house a local electrical shop had them on offer for a while do ee snapped them up whilst they were cheep

Seeing these rings a bell, we had a few at home before I left.

Seeing these rings a bell, we had a few at home before I left.

I recently have obtained a similar one made by westinghouse: http://www.lighting-gallery.net/gallery/displayimage.php?album=4651&pos=2&pid=139541

Yes Westinghouse did make the square light bulbs too. They must have had a patent on it like GE did with the powergrooves. Remember Philips bought out Westinghouse back in the late 80s or early 90s.

That looks like a Philips Softtone  lamp. They used that shape to furthen the distance from the filament to the glass in combination with a thick coat to make the light softer. I have a couple of these, they are great for those places where you need a glare free, soft light. These where also available with different coatings like Terracotta to give it a pinker light.

Many manufacturers have similar lamps in 1990's. In my catalogs found Osram Bellalux and its coloured version Bellalux Soft. The colours was Rosa, Mandarin, Citron, Jade and Azur.
Other model is GE Soft, non-coloured.

These are T19 light bulbs.  They were produced by Philips back in the 1990's.  Childhood memories 

Don't forget that it was Westinghouse who pioneer this design in the 1960's.

Yes Westinghouse did make the square light bulbs too. They must have had a patent on it like GE did with the powergrooves. Remember Philips bought out Westinghouse back in the late 80s or early 90s.

1983