I never took one apart but its pretty obvious isn't it? They require every single coil to be operational or else it can't get started. Once running it can run less efficiently by skipping over the bad coils.
When I say bad coil, I mean the pump gets hot (submersibles have no ventilation. the plastic acts like an insulator), when the temp inside the pump gets hot for a long time (usually under load from hi head pressure), the hi temps will break down the insulator on the wires that make up the coil. When that happens it basically shorts and you go form 30 windings to something much less. It won't cause a fire, it just means your not getting much of an electric field (magnetic field I suppose 90 degrees away? Can't remember my electromagnetics now) to spin the impellor.
They advertise it as a return pump because heck, what else are you gonna use unless you decide to drill a hole and plump for an external pump? Plus they make a lot of $$ knowing these pumps will fail and people will continue to buy them. Its low barrier to entry for your average hobbiest. Iwaki pumps can cost $100 and up.