To your last question, P_B, manufacturers say absolutely yes and are kind of counting on that proving to be so. The Rab Flash variation seems to either prove their confidence or their willingness to guinea pig it.
But, I think my point here has been that the Rab Alpha Direct is a classic pile and pertex jacket, as are the new examples from Mountain Equipment and Montane (and the Patagonia R2, sort of). With the difference that they are lighter, cheaper (for me), better cut. I think I agree with you that it isn't technically a new thing, but maybe the open-ness of the weave of the Alpha is a bit of a change re. breathability and also with regard to the known problem of the Buffalo being basically too hot to be active in above -5C. Otherwise, same in principle, just of lighter build and designed for more than standing around fettling a rope.