Unfortunately, it won't stop because...of post-modernism.
I will explain. When a thing is referred to as a thing even before it is accurately existent AS that thing, it is a post-modernistic approach, because it will inevitably BE that thing later on because people made it so.
The most classic example is the production known as This is Spinal Tap, a mockumentory about a band which does not exist who are, in fact, the ones who coined the phrase "taking it up to eleven". Years after the creation of this film, someone got together a REAL Spinal Tap band using their style, their made-up song-titles, and so on. Something not-real created something that became real. Fiction into non-fiction.
The term 'gimmicky' has been used to describe something that does not function right for quite some time. It will eventually enter the dictionary, listed as a slang-term. Doesn't matter if it's not right. People are making it right.