Just because people can't quite grasp it doesn't mean the devs didn't know what they had in mind.
Everything you're saying (minus the busy work comment) is basically how they described it would be. It's yet another minigame.
No, there's not a whole lot to do and that's part of the point. They weren't trying to make something that would keep you locked away for hours, like WoW Garrison apparently did. Between your adventuring and crafting or whatever, you could just pop in and pop out. A few weeks later, you get to claim some glam and other goodies. You barely need to do much to get these things and that's the most refreshing part of this experience.
This isn't something new either. The concept runs parallel with Gold Saucer, where you have a bunch of cosmetic rewards you get from playing any number of games at your leisure.