Why is it a gimmick? It's just a road map for the direction of the main series. Because the series isn't just a bunch of disparate plotlines - it's a story with a beginning, middle, and an end. But instead of the usual trilogy it's a 5 game series. The only difference is that Lorne, and possibly others, mapped out a story that they felt necessitated 5 parts rather than 3 or more than 5. I mean, do you complain when other companies say they plan to make a trilogy? The quintology is just there to separate the main storyline of Oddworld from the other games set in this universe.
Also, what's wrong with goals? Surely the Quintology is an appropriate goal for JAW to eventually realise. It's not like they plan to get it done by 2018 or something. They seem to be very aware of the realities since they decided to make the AO remake instead of diving straight into Squeek's Oddysee. Lorne's even discussed that they wouldn't tackle the next game until they could afford to do so. JAW haven't even confirmed that the Exoddus remake is happening because they don't want to jump the gun.
It seems like you're imagining a problem that doesn't exist. Over-ambition may have been a crux in OWI's past, particularly with MO, but I can't see why the goal to eventually realise the quintology is such a silly one.
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