A printer with a 600x600 imager, can achieve 600x1200 by slowing its print speed by half. A flatbed scanner with a 600x600 imager can also achieve 600x1200 by slowing its scan speed by half.
Aspect ratios aren't altered, the device simply outputs twice as much data along one axis. Pixels within the image area don't need to be square for an image to keep its aspect ratio.
So, answering your question: yes, "non-square" resolutions are a marketing gimmick. Increasing resolution along a single axis is only a marginal improvement over native resolution, and at a cost of 50% of the device's native speed.
When shopping for a printer and/or scanner, it's a good idea to simply ignore the higher of the two numbers given for resolution. So just remember that a 1200x2400 device is actually 1200x1200 running at it's normal speed. 🙂