There are lots of operations that are not commutative.
I'm looking for striking counter-examples of operations that are not associative.
Or may associativity be genuinely built-in the concept of an operation? May non-associative operations be of genuinely lesser importance?
Which role do algebraic structures with non-associative operations play?
There's a big gap between commutative and non-commuative algebraic structures (e.g. Abelian vs. non-Abelian groups or categories). Both kinds of algebraic structures are of equal importance. Does the same hold for assosiative vs. non-associative algebraic structures?
Take the space $M_{n\times n}(K)$ of all $n\times n$ matrices over a field $K$ and consider the operation $[M,N]=M.N-N.M$. That operation is non-associative. That's a very natural example. But since an operation on a set $A$ is simply any map from $A\times A$ into $A$, you can easily built lots of examples. For instance, in $\mathbb R$, you define, say, $x\odot y=x+e^y$. It is not associative, of course.