Experience, activation, they have all sorts of wording they like to use now. It's been made meaningless by their constant using of different terms. While they probably used Experience to ensure that it wasn't definitively read as an "attraction", it doesn't necessarily mean that it's
not an attraction.
The Iron Man motion simulator in Hong Kong that they have in place of Star Tours is called the Iron Man
Experience, after all.
I actually like the idea of a repurposed Magic Eye Theater for some sort of Avatar 3D show.
@mickEblu while I didn't watch the call, I'm assuming that Iger is referring to Disneyland Resort and not necessarily Disneyland Park.