well recently they have invented (developed) lightscribe.
i don't buy anything hp... that's why i'm still waiting for an ls drive despite the availability of the 640i.
a practical use of ls u burn a music cd, there are 20 songs on it... try using a sharpie putting the names of all of them on the label. i know solid state memory is taking over but cds are not dead yet (and then we have dvds and bds for all those short movies u made).
the story of lightscribe is that an engineer was one day burning lots of cds and thought "there must be a better way to label 'em dang it". he had the cool idea of using the laser to etch the label on the discs. he proposed it to hp and the rest is history....
why am i telling you this? well anything that a person invented because of his own practical needs cannot be a gimmick. the person was thinking practicallity at the time. i mean you don't hear stories like "whilst fixing his psu fan he thaught, well dang it, why don't i put a neon light inside my case next time" or "he was at an important meeting one time when his dang phone rang, so he thought, if only this was a polyphonic ringtone"
gimmick is what comes out when bosses ask the marketing ppl to make them some more money. since they are idiots and don't understand their product (let alone their market) they come up with something they think might be ok cuz "it looks good" / "it sounds good". spot the deliberate mistake... that's right, the bosses should have turned right towards the engineering department not left towards the marketing (la la) department
u know it makes sense
edit: ls is a sort of a standard which was drawn up by hp. hp don't make lightscribe, just give out the rules and do the research. kinda like ethernet... some engineer had an idea, went to xerox (some weird union was formed - dix (digital*, intel, xerox) and the rest does not need explaining. bad thing about ls -- not an open standard