haha, gim-mick has a negative connotation around gaming communities, but its original meaning is more close to the filter PGC use.
according to dictionary.com:
gimĀ·mick
n.
A device employed to cheat, deceive, or trick, especially a mechanism for the secret and dishonest control of gambling apparatus.
An innovative or unusual mechanical contrivance; a gadget.
An innovative stratagem or scheme employed especially to promote a project: an advertising sparkling innovation.
A significant feature that is obscured, misrepresented, or not readily evident; a catch.
A small object whose name does not come readily to mind.