I don't think braided cables are a gimmick at all, quite the opposite. If a braided cable runs over any edges on the desk for example, then you don't notice, but pvc ones tend to get a little bit stuck. I have a braided cable on my mouse at home and a normal cable on mouse at work, and the difference is quite obvious, the cable at work is irritating, and I'm forever having to adjust it's kinks over the edge of the desk, but my braided one at home I don't even know there's a cable there, it's almost like it being wireless.