Yeah, I thought it was a gimmick and didn't give it much thought. But I gave it a shot the other night laying in bed and I can't believe I ignored it for so long. At night before falling asleep, I tend to just channel surf until I find something that I'll fall asleep to. The included guide that shows me sports or movies that are currently on without having to wade through hundreds of channels on the cable box's guide is amazing. Then I can just hit the tune button on the phone and it's playing on my TV in seconds.
It's so much more convenient because I typically have my phone nearby when I go to bed but could have left the remote anywhere in the bedroom. This way I have access to a better guide and I don't have to hunt for the remote in the dark.