It looks like a new "My First Scope". Goes along with the Hakko FX-888 "My First Soldering Iron" look. Guess it's a trend.
The trend even has a name, gamification. Everything needs to look like a game (colors, simplifications, etc.) and work like a game (points/scores, achievement badges). It is said to improve engagement by taking advantage of human's predisposition to engage in gaming.
It is something for the Facebook generation who think the whole world is just a game and get extremely annoyed when you expect some serious work from them.
Although the idea is of course not new.