So far, most gas fireplaces are designed to look like imitations of a wood burning fireplace or wood stove. Those imitations are getting pretty good, but perhaps the concept is obsolete.
After all, why should a decorative flame look like a hunk of smoldering wood? Flames could be designed to dance, to flare and otherwise be entertaining. Instead of being in a "fireplace", they could be framed like a picture that's hung on a wall.
My prediction: before too long, fireplace manufacturers will break away from the "fireplace" theme, and start hiring artists to design attractive and interesting flame effects to entertain and delight users.