Lets be clear, they are not suggesting that the pump be used to create that wave pattern to run your tank for the obvious reasons. They were simply demonstrating the very early beta version of their controller and happened quite by chance on the effect you see. Once they found it though, I think they enjoyed it because it attracted people to the booth and particularly because it kind of ribbed the Tunze wavebox setup at another booth... they both made me seasick.
The point is the controller will make the pump very versatile and will contain many, many features. Randy