Sales literature for this fire says....
Fitted with long-life, low energy bulbs, you are able to enjoy the glow of the fire by having only the flames turned on, without the heater element. The thermostatic controls also help you to manage just how much energy is used.
If it was a display model there would have been no need to heat the display area - customers and their children would risk being burned - it would cost too much to run it continuously.
My guess is that it was deliberately disabled by removing the output wire from the thermostat - but that's just a guess.
A person will need to get inside the thing and have a closer look.
Good luck..., November 2014