Now I think of saving purely as a way to put money out of my immediate reach. For me, the reason for saving £200/month is simply that after a year I'll have £2.4k, not so I can get a paltry amount of interest on top of that.
From this point of view, all that matters in a savings account is customer service and what you call gimmicks. I would definitely try out this service if it came to the UK.
I totally accept some people may choose to give their finances the time and attention necessary to earn real interest, but for me saving is just paying future-me some money.