Webster's English Dictionary

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gimmick

gim.mick \'gim-ik\ \-i-kre-\ \-i-ke-\ n [origin unknown] 1a: a mechanical 
   device for secretly and dishonestly controlling gambling a pparatus 1b: an 
   ingenious or novel mechanical device : GADGET  2a: an important feature 
   that is not immediately apparent : CATCH  2b: a new and ingenious scheme or 
   angle  - gimmick vt