It's no gimmick. I currently have it installed on my 2000 M roadster and it has saved the paint!! I don't have any rock chips on my hood. Which is more cost effective? Repainting the hood and losing the factory paint, or replacing the clear film every 5 years? Replacing the film is a personal/visual issue, not a functionality issue. My car is 3 years old and the material hasn't discolored, faded, or cracked. FYI: I live in Chicago...snow, ice, heat, salt, sand, etc..it stands up.
When I my CLK 500, I will put it on for sure.
The material is made by 3M, and can be removed.
Goto:
http://www.xpel.com/paint/applications.html