I used one in Squamish a few weeks ago for a toprope gear anchor.  It was nice.  I wouldn't carry it on an alpine rock climb; a standard cordelette is more versatile and lighter.  I would worry about extension of the strands if a piece blew; the anchor I set up was pretty phuckin' bomber.   
  
All in all, useful in certain situations, not it others. 
  
Greg W 
  
P.S.  To answer the question, of course it's a gimmick, fuck-o.  Why do you think they're pushing it?