what makes it a gimmick or gadget?
if it does what it says it does, then its not a gimmick.
its the same design as a conventional wooden tip up, just with a digital readout of depth.
http://www.youtube.com/watch?v=JOQ6cTI_Rd4
if it works as it does in the video, thats exactly what i would want it to do. not very gimmicky
probably the same guys who hated on braid before trying it