I feel a couple of well-designed maps that do not feature a victory location could strongly benefit both entertainment and diversity. I have to declare some bias, I am not personally overly fond of the victory location devise. Often I end up feeling I'm just playing some manipulation of a tower defence game. However, the concept clearly works well on many levels and I accept that. But as stated, I do believe some rotation of non victory location maps would add another level of strategy (and fun!)
There has been some discussion about it earlier - and I think a lot of people came to the conclusion that there would be no urgency to these maps, and basically turn into a kiting game that would go on for a lot longer than the current vp maps. That being said, it'd be interesting to see some maps designed like this tested as non-ranked, before possibly being implemented. It's possible that people are wrong, like always with these things - but I feel that it's likely not something that would work out.
Yeah, remember all your close calls in campaign battles where you were left with one figure spending half a dozen or more turns chasing down a fleeing sprite or cowering behind cover for the right card combo to survive the last trog's stab? Now imagine that scenario but with an intelligent player on both sides. Stalemates, stalemates everywhere.