You said it's a gimmick because it's doesn't work right??? WHy else would you say that? Doesn't make sense if you aren't inferring that it doesn't work.
No, it's a gimmick to get you to buy the board, it sets you apart. Just wax as normal, if the wax gets in the dimples it will eventually come out of the dimples. Will the average snowboarder notice the dimples? Probably not.