What’s so special about badges?

I’m here at the launch of the 4th Digital Media and Learning Competition, “Badges for Lifelong Learning,” and listening to the ways in which badges might be superior to traditional grades. The major leap seems to be capturing informal learning in a quasi-formal way that, until now, was only relayed explicitly via resumes or accidentally via Google searches. But it seems that there’s also a spectrum of assessment techniques that flows from totally rigid to totally open, along which badges are more flexible (nimble?) than grades but more formal than pure text:

(Quantitative, simple, rubric-based)
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Points
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Grades
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Badges
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Tags
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Free assessment
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(Qualitative, rich, unstructured)