The New 7 Wonders - is it just an ad/commercial gimmick

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The event and the voting were really well publicised, but in the end was it just a gimmick with lotsa publicity and no value. The voting method online and by SMS left too many ways to cheat etc and I still have no idea who the experts behind it were. And to top it all the grand finale was just a celebrity event with J Lo and Bipasha Basu announcing the Taj - no real culture or heritage involved! What do you think about it