What's the deal with 'Dual LED' flash?

Often you can see a smartphone with 'Dual LED flash' listed as a feature. What's the deal with that? LEDs are devices that are very scalable - you can order an LED as big or small as you want. Seriously, the biggest I've found is as bright as a dozen 60W light bulbs. Why put two smaller ones, right next to each other instead of a single bigger one?

Is this just another ridiculous marketing thing?! If so, can we *please* stop expecting the next iPhone/Nexus/Galaxy to "finally" have "dual LED"? Let's just compare LEDs using lumens. That'd be great!