Why does Blizzard want Wizards to go fire so damn bad?
It's mind-boggling really. It's not just Wizard. Essentially 5/6 classes have FIRE element for their endgame build.
Barbarian - Earthquake/Leap
Crusader - Darklight/Fire Starter (I know Holy shotgun is more popular, but Darklight fire is still extremely strong)
Witch Doctor - Pet/Burning Dog/Tiki Torchers (Jade Harvester may be stronger overall, but pets aren't pushover either)
Wizard - MM/Conflag/Mammoth Hydra/Molten Impact/Explosive Blast are all fire-themed
Demon Hunter - Cluster Arrow: loaded for bear/Mara
Only Monk has no viable fire build. For every other classes, fire is the best bet for dealing damage. God knows why Blizzard refuses to rectify this game design. They even flat out said that they refuse to make other elemental version of Cindercoat, and now they have a chance to CHANGE firebird, they only modify the 6set bonus (4set bonus needs lower cooldown or entirely different effect altogether) but keeping in tact of the fire element, when it could tweaked to benefit all elements.
They really just stopped at Archon in terms of encouraging multi-element endgame build for Wizard. We thought Arkhan set was a good sign Blizzard knows how to design good class set, but we're all wrong.
Edit: Though I'll say, Blizzard deserves credit for Witch Doctor and Crusader class. These two really does have multiple endgame build with different elements and sets of skills altogether, with some really well-thought class skills, passive, sets and legendary items that synergizes well with one another. I think Marauder set for DH is also pretty cool, but every other classes (Barb, Monk, Wizard) and their set are generally lackluster (aside from Monk's EP/Rimeheart combo which will be nerfed). I doubt patch 2.1 will fix all these, but we will see.