I think you always need a phase of experimenting new ideas before people find out what works and what doesn't. Ideally, those failed experiments would stay in-house and never reach the market, but it's not always easy to know which ideas are good...

So anyway, since you never know what might eventually come out of it, I'm personally grateful for the existence of "flick to tv" gimmicks.

As long as I don't have to use them myself, of course.