Well, I am an original NY fan, and still support them, but Red Bull would disagree. That gimmick has had some real legs and made a lot of cash. There are finally signs now that they have plateaued, and are weakening in areas, but that is one hell of a successfull gimmick. Hell, it got a stadium built when no one else could in that area. Gimmicks can work to boost interest to a certain extent, but yes, they rarely work for the long term. Gimmicks can also allow you to gauge interest in a philosophy/idea. I think NASL now realizes that there isn't much to what they trotted out for a while. The interest in those ideas/gimmicks is negligble.