I would love to see variable degree of "blackout" or 270 degree or less patterns. At least a front cutoff would be nice. Perhaps the option exists already and wasn't shown.
As far as flashing it, I have called BS on the heat excuse from the start. I fail to see how flashing it would be a heat concern as long as the on-time was similar. However, I no longer even want this feature, because it would probably be split flashed in 40 segments or some sort of pattern to negate it's effectiveness to appeal to twinkle junkies. It's a sim-rotator, so be it. I think having rotators only patterns is both marketing and economic based decision, but not necessarily a bad one. This light is designed to exceed actual rotating LEDs, and it might just do that. From a marketing standpoint, doing anything other than rotating is counter productive at product launch. You want people focused on the main feature; "I can't believe it's not rotating". Later if the concept sells they may invest money into more features. Features take money and time. Whelen also gets SAE certification. The optics are designed for sim-rotation. All good reasons. Heat might play a small role and would restrict flash pattens too much, but I suspect that's not the main reason.
For those scared off by the list price,take a look at the latest Whelen price list.
http://www.whelen.com/pb/Automotive/PriceLists/01_Automotive_Price_List-13.1.pdf Then go to any internet store that sells whelen and look at the actual price. Then check our sales forums after peoples' holiday bills show up. Forget the price, it's in line with other premium LED beacons.