A nice gimmick? Not sure where you get that description. It's a useful feature, not a gimmick. I use mine at least once a week.
With Intelligent Access you can use it to lock the IA fob in the vehicle. It disables the IA fob until you use the keypad again to unlock the vehicle. This allows you to lock the IA fob in the vehicle with no risk of someone smashing the window and driving off. No other IA vehicle mfrs offer this feature because they don't use keypads.