The only reason I Think they are pushing it is because #1, people loved Wintergrasp. I don't know if people loved Tol Barad or not, but people still do it (presumably for the weekly quest). Frankly, it also just "Feels" like pvp to me. Going into an instance? That's not really in the spirit. But it feels more war-like and more pvp-like.
I doubt that's why they are pushing it, but it's a good reason IMO. Sitting in a safe city queing for instanced pvp is pretty lame, you have to admit.