Obviously these companies believe they have genuinely good ideas or they would be doing them. LG, must have thought modular add ons was going to be a success or they wouldn't have done it. I happen to think modular add on's is a total waste. I thought that when LG did it and now Moto. But these companies are fighting for market share which forces them to differentiate themselves from the competition. If you dont like it, you dont buy it. I would much rather have a choice in my purchase than be forced into what one company (Apple in this case) tells me what I need and what I dont (headphone jack anyone?).
I thought a dual camera was a gimmick (still do) but guess who is coming out with it? I thought a curved screen was a gimmick, but its awesome. I think an Iris scanner is a gimmick, but its getting solid reviews so far. Today's gimmick is tomorrow's most sought after feature set. The best thing these phone oem's can do is offer the features and let the customer decide.