Just another buzzword. The essence of it though seems to be the push for the "interactive movie" - trying to make games more mainstream and thereby more popular (i.e. generate more revenue).
Originally Posted by PastramiX
there are no "trees"
That's not true at all. AP has a tree the same as any other RPG with selectable dialogue. The main difference is that its branches are all uni-directional and there's a time limit. Other than that there's little difference with Mass Effect or any number of other RPGs - i.e. for the most part choice is just an illusion and you end up either funnelled into a single or, at best, a binary outcome.