If I have learnt anything from all this Andrew... it's that it is not a gimmick. It does exactly what it is meant to do.... which is to make the car feel more responsive to the driver. At the end of the day, all it is doing is applying the throttle at a rate that is different to what you have been used to with your car. The result of this is that you in turn think it is more responsive. Imagine it's like changing the scale that your TV volume goes up in so that the numbers are then halved. Your TV gets louder at a lower number... but at the end of the day, it just maxes out sooner. The capability of the speakers don't actually increase. Ultimately it does nothing for actual performance. But for some people, feeling that their car is quicker because it takes less physical throttle to do something is more than enough for them. I remember we discussed this product (or similar) at one of the Thursday night meets. Can't I do the same thing by changing a few bits on my cable throttle body? I would love to have more for less, for less than $85 if we can source the bits!