Microsoft reports over 90,000 preorders already for its new forthcoming Windows Phone 7.
I don't think these kind of approaches really teach programming. Programming is so much more about the structure of a whole program down to the minute details and everything in between, including the strict syntax.
These game-oriented things are great, but what one learns with them is basically just a certain way how logic how object and AI interaction can work in games. And the logic is input using a finely crafted UI.