I don't think anything like that is gimmicky when it has been something that has existed in different forms for a looooong time. Single speed/fixed gear bikes have had it forever (just no chip) same thing with vintage geared bikes they had semi horizontal dropouts for a long time (until the 90s) and then they had sliding dropouts and still do and more recently in the past 20 years have had flip chips. Yes certainly many people will not be changing their chips around sort of a Ron Popeil deal (Just set it and...) However anything that makes a persons bike more useable for them is a great thing.

I am happy to have something that allows me to easily adjust a bike for wider tires or a slightly different geo or whatever it is for. Heck I wanted the All City Super Professional because of the "flip chip" because a super clean thru axle dropout for a single speed or fixed gear would be sweet.