Well, I really loved it.
It was something different to do on a Saturday. My guild & friends had a great time hunting the GM's and then role-playing with them. They changed the game from yesterday, and actually responded to the things we were saying, which kept it fresh & fun.
I think maybe it brings home that there is more to this than leveling & rep. Its a game, and there are a lot of things we can do just for fun, too.
Plus, I'm hopeful that this is their way of introducing something new that may be on the horizon. A teaser maybe?