That's the "gimmicks", which people should take into consideration. You may never heard about Trezor, and how "big" it is, but Joe knows about it and you have 1 more person interested in the given cryptocurrency.
Than it is just as much a "gimmick" as the new features of say monero or any other coin that is being developed that is not bitcoin.
Hardware wallets supporting coins is important and going to be more important when the less tech savvy come and claim their spot in this ecosystem. They need to be able to securely hold their coins without worrying about them.