I'm more of a pragmatic than pessimist. When Marvel stops with the sales gimmicks, I'd find their Diamond sales rankings more believable.
comiXology's bestseller list is probably the best gauge for actual reader demand for single issues (albeit, only good for one week and a bit skewed towards female-led titles). Interesting observation, the weekly Bleeding Cool bestseller lists actually tend to mimic the comiXology rankings.
And yes, DC's lenticular variants are absolutely sales gimmicks, too. One difference being they're open to buy and they don't require retailers to buy a minimum of x copies in order to qualify as Marvel variants often do.