It's a gimmick because the NHL treats it as a gimmick.
They shouldn't be announcing a tournament.
They should be announcing "we're going to hold the World Cup of Hockey every x years from now on".
Personally I'd like it to be every three years. Four is a bit much (soccer in practice has a major tournament every 2 years), two would likely be a bit too often.
Of course if the tournament would alternate between Europe and NA, then it kinda would be every four years for each of those continents.
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