Gehry is a genius of marketing, not design. Andy Warhol knew the key to fame was to make your work distinctive and memorable. He did it by incorporating familiar elements. People feel good when they can recognize something, "Oh, that must be a Warhol". And that's why Warhol became cool.
Gehry takes this idea to a whole new level - distinctive at all costs. His work is unpleasant, but people remember it. Thus Gehry becomes "cool". Hey, its a business strategy.
Gehry, like pretty much all artists, is hit or miss. But his hits are fantastic.
Walt Disney Concert Hall is one of the most stunning buildings on the west coast, inside and out. It's not a gimmick, it's genuine artistic achievement.
For example, the EMP here in Seattle looks pretty weird from the outside. I can see how you'd call it unpleasant/memorable based on pictures or driving by but once you go in it's great. Some beautiful interior spaces, well organized, works well for the purposes I've been there for.
Gehry takes this idea to a whole new level - distinctive at all costs. His work is unpleasant, but people remember it. Thus Gehry becomes "cool". Hey, its a business strategy.