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RobertLumley comments on New Post version 2 (please read this ONLY if your last name beings with l–z) - Less Wrong
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Ah yes. Well we mean very different things when we use the word gimmick. My definition would be more along the lines of "a concealed, usually devious aspect or feature of something, as a plan or deal", which is one of Dictionary.com's definitions.
So intention is probably the main problem. If your ethics do not condone the intention behind the "trick" you consider it a "gimmick" and hence a bad thing.
I think lukeprog has not been clear enough on his intentions which causes newer users to read it as an evil gimmick promoting article.
Well, not the intention. I'm a utilitarian. But I think the consequences are worse for my definition - especially when you consider the utility function of the person being lied to.