It's not a gimmick, it's a design choice. There are many very early transistor audio amp designs with output transformers. Early 70s Univox solid state heads had a transformer and an impedance switch.
Also you can read
this about McIntosh solid state amps.
If the transformer loads the output transistors at the optimum impedance, then you get full power out of the amp. As the article linked above points out, in theory you can just reduce load impedance and get more power. The issue is current and heat dissipation. Few amps show ideal power increases as impedance drops for this very reason. You should get 2x the power at 4 ohms compared to 8 ohms, but relatively few amplifiers can in fact do this. Wouldn't it be great to take an amp rated at 100 watts at 8 ohms, drive a 0.8 ohm load instead and get
1000 watts?