On gimmicks
What is a gimmick? The dictionary defines it as "a trick or device intended to attract attention, publicity, or trade." So, putting a cartoon tiger on a packet of breakfast cereal in order to attract children's attention is a gimmick. So is repackaging ordinary Shreddies as 'Diamond Shreddies'. In the words of Rory Sutherland, these sorts of gimmicks attempt to solve problems by "tinkering with perception, rather than that tedious, hardworking and messy business of actually trying to change reality." An example of something that isn't a gimmick is a BOGOF offer where the customer gets something of practical value that they might actually [...]