Not a gimmick. Well worth the cost. My RevoltX cost about as much as a Mathews or any other top level bow would have cost, with Hoyt being 1/3 more. As a hunter with no press at home, I can tune for absolute perfect broad head flight on my own, in my back yard. Not so with any of the other bows. I got up this morning to tune after my shop did some string work yesterday. Started with bare shaft severe left tear and my broad heads were hitting several inches right. When I was done I could shoot sub 1" groups with a mix of bare shafts, fletched, and 1-1/4" fixed blade broad heads.
I'm not a bow junky. Too many other things to tinker with so I have very little interest in tinkering with bows. That said, if a bow can't accurately fire a broad head then it's useless to me. I've always been able to make enough adjustments with rests to get adequate head flight for hunting, but never before have I been able to fine tune the cams and rest together with such precision. I see the Deadlock system being a game changer, a new bar for other companies to compete with. It's just too easy and accurate to ignore. I imagine it'll be on most if not all of BT's bows going forward, and something similar on a whole lot of other brands. It's a simple concept that works and works well.