most everything we've been flying has been limited to right-side up maneuvers and as such it can get a little boring after a while. that's probably why there is so much more focus on what can done with the helicopters than how they're being flown. more and more helicopters are coming out though that have greater maneuverability and so that becomes another exciting direction that some pilots will want to go in.
3D and being able to fly upside down for extended periods of time is relatively new to multi-rotor helicopters.