It's annoying when you use a special brush which has different ends, and you want to switch the direction with just a click of a button
I was just about to add that request when I saw your post. In my case, it's primarily for arrowheads. FreeHand had that feature for eons now so it's about time to integrate it in Illustrator.
I know clicking on one end of the path with the pen tool will make it the "end point". But depending on how complex the illustration is, it may not be convenient.
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