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Some of it may be gimmicks, but alot of times these "gimmicks" lead to better technology.
From my personal experience, I thought Siri on Apple was a gimmick. Well if it wasn't for Siri we wouldn't have Google Now. So if these gimmicks lead to better software features then I'm all for it.
As for myself, I pretty much can see myself using all of those features mentioned in the commercial. The thing I may not get a hang of for a long time may be the hovering/hover swipe.