It is easy to forget that for the 1960s photographer films and processing, never mind printing, were relatively expensive and also very slow. These were the days of waiting weeks for slide films to be returned from the processor, or sometimes three weeks for a set of prints to be delivered.

Although there were plenty of photographers whose use of film was slight – the rolls that contained Christmas, Easter, Summer Holidays and then Christmas again within 36 shots, for those who shot any quantity the birth of the half-frame camera was a potential boon.
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https://www.ephotozine.com/article/olympus-g–zuiko-40mm-f-1-4-auto-s–pen-f–review-33812