My belief is that this, the parties, the early morning entry breakfast... they are response to the money issue that has been caused by certain construction projects. Disney management has asked everyone to reach deep into their imaginations and come up with ways to help make the company money that will not impact how the parks and resorts function. There most likely is some sort of incentive there for the employees to make a buck if their idea pans out. For this particular idea, it seems as though someone reached into their commode, shook it off what they found there, sprayed it with a bit of cologne and it was mistaken by Disney for being a magical sh...umpthing.
I'm pretty sure this is simply a test and if the idea takes off and becomes popular, I can see them constructing a pleasant and air quality controlled units in all the lands that will fit thematically. This being a tent, you'd think it would have been over by Dumbo's circus.