I don't think it is a gimmick. I've used it for a long time. I push a button to pick a temperature between 1 and 10 I think. Can't remember, just click to the top. I'm only speaking from my own experience. I like the way it feels in my hand, and gets pretty hot. It does have auto shut off which is annoying to some people, but, not to me. I just give it a shake and it comes back to life pretty quick. Years ago it was one of the top rated by Consumer Reports.