Good points. Here’s my thoughts:
Yep, these are the same 1" displays that are actually 0.8" digits. We (and I think most others?) categorize a 7-segment display by its outside dimensions.
The ATmega32u4 is good if you want to remove the FTDI from an Arduino. Because this product is not meant to be a full blown Arduino (we don’t expect anyone to reprogram the board) the built in USB functionality of the 32u4 is not needed (and is just extra cost). Having a product with a microUSB on it is interesting, but we try to design stuff for the 90% user and I think 90% of users just need a serial 7-segment display, not a field boot-loadable Arduino with a 7-segment display attached.
You can access the different modes using the solder jumpers or different serial commands. Offering different products with different firmwares is definitely a way we could go in the future. I assumed folks would want the flexibility but let me know if I’m wrong.
More pins: but… but… there’s not any left! :) Check the schematic. I had the shoe-horn the solder jumpers onto the xtal pins.