You know... I remember the D-Pad being a gimmick... and R.O.B. the reason we even have video games today being a gimmick.. Being a "gimmick" doesn't make it bad and I wouldn't call it a toy because it's different from what you're used too as a controller. Look at NES back in the day of joysticks. It's an alternative form of controller interface and it works. It sucks batteries but not so bad actually.. I generally get 2 weeks out of batteries using them like 1-2 hours on the average day and a few on the weekends. The battery "problem" isn't really that big of a deal. While I'm on that, the PS3's sixaxis can you change the lithium ion battery they used in it or are you stuck buying a new controller when it dies?