The perfect target is the fatty around your own nw. Before it was the fatty with lower nw. Not a very big change. And well, fact is that there is less focus on pumping now than it was before, and I believe most people think that's a good thing.
Sorry, but I really don't see how bringing land based gains would improve the game in any way. It'd be more likely to scare away new players. If you think getting pwnt hard right when you start to play is a good way to motivate people, then you're pretty naive. It's a textbased webgame, so most people would just quit instead of trying to learn. There are lots of other fun stuff to do instead