I completely agree with bkenobi. Every person who comes to visit invariably screws up trying to turn on any WS12A switch the very first time they use it, including people who've previously visited and been given a tutorial on how to use the switch. I'm not exaggerating here. They tap the switch, think it didn't work because the light isn't at full brightness instantly (as it's fading up), and tap it again, freezing it at a low brightness. They do this without even thinking because they've been conditioned to expect an instant (and full brightness) response from a mechanical switch. Of course, they don't realize that the entire paddle is just one big momentary button no matter where they press, and they're too bewildered at that point to even investigate whether pressing and holding does anything. Even worse is that, even if they turn it off and on again, it's still stuck at the low brightness they erroneously selected before because of the "resume dim" feature. They either end up asking me for help turning the light on or I walk into the room later to find the lights barely on because they either gave up or didn't know they even turned the light on.
No one has any problem with the Smarthome switches because they emulate a traditional rocker paddle switch and are thus intuitive. They also have a default brightness level that can be customized, but it is implemented in a way that prevents it from being set accidentally.
#1 request: Get rid of the "resume dim" and replace it with a preset brightness level feature. The only difference here is to require a sequence to set the level that makes it harder to change by accident. (Examples: Use an additional "set" key; require a very long button press to set it; use whatever brightness is set within 10 seconds after reconnecting the air gap; send a code from a controller to set it.)
#2 request: Either implement separate "on/bright" and "off/dim" keys like the Smarthome switches or just leave the single key but make it equally easy to press when hitting the top or bottom of the rocker. You don't really need discrete on/off keys as long as it "feels and looks right" and it responds as expected.
#3 request (low priority): Option to disable soft start or increase the ramp rate.
#4 request (low priority and increases cost): Remember the brightness level and ramp rate settings during a power outage.
Edit: Corrected a spelling mistake.