Why is being non-GPL that important?
A real application of this is using a GPL piece of software in a much larger project (like a library). This would mean you would have to release the entire project as GPL, even if you don't want to release other parts as GPL. This is where things like LGPL and dual-licensing can come in, allowing you the 'freedom' to release your code with the license you want.
So you can, if you want, sell the binary to select people (and ask them nicely not to give it to anyone else), and you only have to give the source to those select people, but not to anyone else.
The GPL does not require public source, only that the source follows the binary.