Apple is the one that created the appPassbook isn't a gimmick. The main beef people have is that there are not enough vendors using it or the vendors they want are not using it. In response, people are finding fault with Apple. If you have a beef with the amount of vendors using Passbook you should take it up with the vendors. Last time I checked people weren't griping at Samsung because their local grocery store doesn't support NFC.
Apple is the one that put a huge spotlight on the app (x2. WWDC + iPhone 5 event)
Apple is the one that established their list of partners
Apple is the one that SHOWED DEMOS AND ADS regarding their list of partners
Yet it is the users responsibility to develop a rapport with vendors in order to expand Apples emerging platform?