A rotating wall cloud is a visual indication of the larger mesocyclone. Storms as a whole will experience rotation, but the wall cloud is not the entire storm, for starters. It's the visual indication of the updraft area rotating, which is why tornados often spawn from rotating wall clouds. Non rotating wall clouds are not exhibiting surface rotation, so the updraft causing it is experiencing no significant rotation - meaning there isn't nearly as high of a chance of tornadoes spawning from it. Storm spotters will pay attention to wall clouds because they indicate significant updraft (necessary for tornadoes), but they do not pose a significant threat to spawn a tornado. They are really watching for rotation to be induced into the wall cloud (if one is present).