I don't know, I was just taking a stab at what I thought they meant by gimmick.
She's got tons of talent and I think her music is really creative. She'd still make a ton of money if she wasn't a freak, but not as much. Her ridiculous hair and outfits just adds to her persona. But that's what superstars do, they make themselves seem more than human and she is the best at it. Plus she is hott and super sexual. It's something you can market to a lot of people.
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