HH, it is a gimmick, and I'm probably going to start the eternal pellet vs stick debate. The buddy that told me about it runs a traeger. Personally, I have had a stick burner for over 35 years and never once have I cooked anything on it that you couldn't taste and smell the smoke.. His, on the other hand doesn't have the depth my que has in the smoke department. Yep, a gimmick.