No, no gimmick. It's not made by best buy, they just use them and have the contract. Similar to how Netflix takes care of Walmarts DVD rental, Geek Squad takes care of Best Buy's tech support. They have the contract.
It would be hilarious to bring in the computer that Him shot up. Throw in like a p1 266mhz, and say it has been running slow lately. See what their reaction will be when they see the bullet riddled case.
I remember somebody on the forums took a g3 and put PC parts into it. They should of gone to a Apple repair center and said My apple aint working right, and look at the techs face when he sees PC parts.