What is needed is:
An LED Mover that can function as a spot or a wash, with remote controllable focus(through DMX of course) and some way to have infinitely variable colors, not a color wheel. Maybe some sort of LCD screen to do the RGB color mixing, over a bright white LED element.
It would also need to support a gobo wheel, gobo rotiation, gobo indexing and gobo bounce.
Heck, toss a prism in that too!
ALso needs a scanner with many similar functions. Would be nice if it had a dual-sided mirror so it could go from single mirror to barrel mirror model. But I don't see that being super easy to do from an engineering point of view.
As far as housing, in some instances, high impact ABS plastic can be more expensive than steel or aluminum. It can sometimes be more durable and stronger too! To really take advantage of the jelly effect, you'd want more rounded shapes, rather than hard edges, so it would require a re-design of the case to be more visually pleasing/interesting, but no real changes would be required of the fixture. To determine if there would be any price differences would be up to ADJ sales team.
The other reality is that this industry is full of copy-cats. If any ONE company does something, they'll all end up doing it anyways. Still, someone has to be the leader. I also DO see a market for "jelly" fixtures, which ranges from mainly mobile DJ's, but also to smaller clubs, schools, people who throw house parties, small event halls.
I've even got an idea for a church one. You can have the jelly have it's OWN element(s) to light it up, with a SINGLE aimable/moving element on a sepparate light source. Light up the jelly, then SHOOT the beam!