It would seem that they are trying to expand their line to appeal to kids who don't have the patience for paint and glue (or their parents who don't want to deal with clean-up), while not seeming too "toy"-like.
In another note, I agree with the reviewer linked to above, that non-LEGO brands are poor performers. I do make an exception, though, with the blocks Tyco made decades ago--the plates and blocks have a satisfying degree of clutch, and the half-height blocks are useful for closing gaps when building with SNOT. The only problems are (1) they are out of production (2) they have the same yellowing effect as LEGO blocks from the same period (3) all of mine have teeth marks on them from when I was a kid