It is not just a gimmick though, there some interesting aspects of crypto that can be applied to other things which would be game changers in the industry.
A few friends of mine are working on using something focusing on the decentralized aspect of crypto currencies, as well as how it validates the transactions and could keep track and confirm the legitimacy of the trade. Rather than use it in a digital currency, they are planning on using it to counter things such as counterfeiting, fraud as well as reselling. Imagine if ticket sales to events, concerts and such could not be better tracked and huge re-sellers stopped dead in their tracks, you could also stop counterfeiting and could validate and check your ticket. It also has application in ID/passports and not just to prevent fraud.
I don't know much about it, just snippets from what they have said when the topic strays that way when we go tot he pub. I know that it was just an idea a while ago and over the course of 2 years, they have come out with something impressive enough to attracted huge backers from a variety of industries which you simply would not expect to be interested.