Scrabble to allow proper nouns

The BBC reports that Mattel is altering the official rules of Scrabble to enable players to gain points for proper nouns: names of people, places, brands, and more.

Pardon my language, but what the fuck is this bullshit? "Proper nouns" is a broad enough category that it seems like someone could conceivably play practically any combination of letters and then find some person, place, or institution making use of it. Also, it just takes away from the fun and challenge of the game.

This is why they invented house rules, I guess, but still: total bullshit.

UPDATE: A commenter points out that what's actually happening is that Mattel is introducing a new Scrabble spinoff game that will allow proper nouns (as well as backwards words and other things). That makes a lot more sense. See here and here for more.