Singular homology is usually defined via singular simplices, but Serre in his thesis uses singular cubes, which he claims are better adapted to the study of fibre spaces. This young man (25 years old at the time) seemed to know what he was talking about and has had a not too unsuccessful career since.


So my (quite connected) questions are 


1) Why do so few books use this approach ( I only know Massey's) ?


2) What are the pro's and con's of both approaches ?


3) Does it matter ? After all the homology groups obtained are the same.



Cubical vs. simplicial singular homology 
Others have mentioned the advantages to cubical sets and so I don't want to say much on those; I'll just mention some facts about the other direction. The main disadvantage that comes solely from the point of view of homology is that you have this irritating normalization procedure: you have to take the cubical chains on X and take the quotient by degenerate cubes. (You can do the same for simplicial chains and you get the same answer as the original.) The cubical theory gets niceties that others have stated.


The main advantages of simplices are mostly apparent when you move a little further along into homotopy theory. The homotopy theory of simplicial sets is in some senses simply easier than the cubical analogue. For example, the cartesian product of two simplicial sets has as geometric realization the product of the geometric realizations of its factors. On the other hand, the standard "cubical interval" I, which realizes to [0,1], has a self-product I^2, whose geometric realization has fundamental group ℤ. Simplices in some ways play more nicely with degeneracies than cubes do.


Simplices are also more closely tied to categories via the simplicial nerve functor. For example, there are the simplicial constructions of classifying spaces coming from categories, and these give you nice constructions of group cohomology. (Perhaps I just don't know the cubical analogues.)


There is also the ubiquitous "bar construction" which is unreasonably useful in algebraic topology, and which comes most naturally from a simplicial construction. We use this to resolve modules, show equivalences between algebras over different operads, and more applications that are almost too numerous to name. For example, May used it quite heavily in his proofs that spaces X which are algebras over an E∞-operad have infinitely many deloopings BX, B2X, ... 


There has been a lot of work done on cubical sets, however, but I'm not the best authority on it. Try [here](http://ncatlab.org/nlab/show/cubical+set) for a starting point.


