Not gimmicky. This is solving one of the 'problems' of touchscreens. Certainly for games on them, this is invaluable. Virtual joysticks and buttons on games are pretty unuseable. For a joypad style crosspad to pop out of the screen opens up all kinds of control possibilities.
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Kung_Fu_Russ ran out of amusing signatures on, Mon 6 Aug 2012, 19:34,
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