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Go try one of theses skis, Invader/anthem/fuji/thall, it is easier to do a controlled butter with them than say something like a head ski. Also with the Lines models, if you look closely you can see where the profile changes to create a softer area. So how is it a gimmik? It would only be a gimik if these things didnt help create a better park ski which they do.
I had a pair of some old armada ar5s that had this flex. You are right, that it makes it really easy to get into a butter, BUT i hated that flex for pretty much everything else. it was so easy to get off balance b/c you had no platform under your feet.