A gimmick is not necessarily a bad thing. By definition, it does not have a negative connotation, but many people tend to associate it as being a "cheap gimmick", or rather a ploy to attract people to a bad product. A gimmick can also be some characteristic or quality which makes an object or a person easily recognized and/or remembered. Pale's bucket hat, your baldness, the Wii Remote... these are all gimmicks, but that is in no way a bad thing.