Have to admit I didn't even realise that they were releasing Thunderbolt compatibility for the PC side.
Having used it for nearly a year now though, it's nothing special really imho. At work I have a display, hard drive, and video I/O box connected to it, and honestly, the best thing about it is that I only need to connect one cable.
The storage I use gets around 250MB/s and the other stuff just works. The only reason I would go for this personally is because I have a Mac laptop with the connection, otherwise, pretty much everything else that you can connect to TB, at least for now, either already has a USB 3.00 equivalent (like the Blackmagic devices) OR there likely won't be any 100% written drivers for the main stream devices you can get right now.
So to answer your question.. I guess... It's not a gimmick, but you can get just as much out of USB 3.0 and your internal SATA connections as you can from TB. so unless you have something that you need it for, something that it will be compatible with, or you have the money to potentially future proof your system - go for it. It's just another interface.