The sales seem to be increasing, I wouldn't say it's a gimmick. Also touch support is not just for touchscreens, most laptops now have multi-touch touchpads where you can do gestures. Making a program support those already puts it significantly closer to having real touchscreen support, so it's not as hard or difficult as you'd imagine for older Windows programs to gain good tablet support.
The point with those laptops is, you use the keyboard when it makes sense, and you use the touchscreen when that makes sense. I think you're confusing "touch-first" with "having any support for touchscreens at all," some concessions need to be made if you don't want it to be totally unusable on a device like that which has an optional touchscreen.
