If you watched the Winter Classic, you would have noticed that the whistle was blown at the 10:00 mark of each period and the teams changed ends. It wouldn't have mattered if Sidney Crosby was at center-ice on a break-away at the 10:02 mark. Unless the puck had been in the back of the net at exactly 10:00, the whistle would have blown the play dead.
A gimmick? Maybe. But I don't think 80,000 people in Buffalo can be termed "suckers". Personally, I loved it, and if it brought some new fans to the NHL, bonus points!