I should clarify my position by stating I have no issue with all these "rotating" LED products insomuch as them being developed. It's the premium manufacturers put on them, and the blind dedication to tradition that causes departments to buy them solely because of tradition.
I would wager that if you saw the RotaBeam LED next to the 700 series in that bar IN PERSON, the 700 would catch your attention at a distance far better than the RotaBeam. The old automotive engine adage "there's no replacement for displacement" is very much applicable in this industry. That concept was forgotten several years ago when everyone wanted to bring out the smallest LED you could find. Take a close look at the RotaBeam and tell me how many LEDs are actually facing you, directly, at any given angle. Yep, THREE.
Much as I find the concept of rotating LEDs interesting I'm not pickin' up what Whelen's puttin' down. And CERTAINLY not at the price point they have in mind.