I NEED ANSWERS!! ヽ(`Д´)ﾉ

I think it's more interesting this way. The fact the alpha is not simply driven by his instincts and can somehow decide if he wants to go along with it or not makes his actions a lot more sincere

There's no set rules in omegaverse. Seems like in this one instead of biting the neck there's imprinting. It also seems like alphas don't lose control when an omega goes into heat. I'm hoping we are given more clarification of this omegaverse's rules as the story progresses.