I always find it amusing that the word "gimmick" is slapped on Nintendo innovations in gaming while companies like Microsoft and Sony who actually add gimmicks that have nothing to do with gaming such as media functions to play music and video never seem to be labeled with the same term

With the unveiling of the Nintendo Revolution Controller earlier this year, many people have expressed their skepticism. Some people feel that the controller lacks practically and will not be able to function effectively with games, while more harsh critics believe the controller is nothing more than a gimmick.

The company that tries to improve or innovate gaming is not a "gimmick". A "gimmick" is adding features that have nothing to do with gaming.

Wikipedia defines a gimmick as a