It's mainly just a change in terms. The assignments are still the same, so it's just face-palm worthy in that people are dumb enough to like it better just because it has a different name.
Hang on, I gotta grind some mobs at work here in order to get some $ to upgrade my mount.
Games theory has been affecting the way consumers shop and Children learn for years. It's only natural that it would begin to go into other facets of the education system, especially considering it's been a proven motivator. It's still REALLY stupid sounding though.