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Setting environment variable could been painful for somebody, who is newbie. Even with understanding export bash statement/command, there's still no way to simple use it with .desktop files.

Of course, we can use ENV=VALUE Command Parameters convention, but it's still too difficult to newbie.

Why don't extent icon/activator's configuration dialog?

I'm undecided on this one - I agree that env vars could be easier to set, but on the other hand, newbies shouldn't really need to know anything about them.

Well if someone knows enough that they know that they want to set a particular environment variable to a particular value, there should be a way to do so in the app launcher's configuration.

One hurdle I can see is that the .desktop file is a freedesktop standard format and it doesn't provide any way to set environment variables. So that would have to be a KDE-specific custom extension (unless it finds enough merit to make it into the freedesktop standard).

There's no need for a newbie to change an environment variable. Give at least one use case.

As for desktop specs - you can just add it to the Command argument.
e.g
Command="Display=:1 dolphin"

However, that should be only for advanced people who want to poke their .desktop files.