This strikes me as a genius concept. The bricks immediately lend themselves to a board layout, and mean that pieces don't go flying if you knock the board. It's also (obviously) easy to customise parts. The dice used by all the games are also customisable, as each face has lego studs on them.
They are also fairly cheap, as they don't need many pieces, and Lego (the company) do know the logistics of packaging custom plastic bits in a box.
We bought one for the son of the people we were staying at (the main house being full). This was Rameses Return, which was pretty playable for a simple game. You can stack the parts you collect on the heads of your figures as a giant hat.