Ears...Antiphonal music has been around for centuries, but until now could not be recorded properly. Classical chamber music is sometimes performed "in the round" especially in small private performances. Many people have performed in orchestras, or chiors, and find the perspective of being in the midst of the performers to be natural.
Can it be a "gimmick"? Sure: but not always.
Can it be a "gimmick"? Sure: but not always.