I don't really think any recoil buffers could be called marketing gimmicks. They have a purpose, and they serve it well. I don't have a BHP, but I do use a recoil buffer in a another 9mm pistol. Not only does it extend the lifetime of the gun, it also changes up the felt recoil a bit (seems slightly lighter). I suppose I figure if it exists, works, and proves itself not to affect reliability of the gun .. why not use it ?