[JonnyNova]

A buddy of mine has a theory that every great product needs a gimmick. It needs something that makes it seem like it stands apart from similar products.

Going to sell a pen? No! Sell a pen that appeals to someone's sense of a adventure, even if it (and the person buying it) will spend its entire life sitting on the desk at the office.

That is the whole no-chew thing - the gimmick.