In 2009 when I participated in the first ride, I rode with an experienced cycling team spending most of the time near the front of the pack maintaining a fairly quick pace. This year, as a recovering cancer patient, it took an equal amount of energy and determination to just get back on the bike and to complete the full route.
I believe that by referring to the new route as a "Challenge Route" the very real challenge that the current route presents to some participants is being deminished. I understand the need to keep the ride fresh and different to attract new riders each year and I feel the extended route is a good way to do so. To me, it just sounds like they are saying "good job doing the ride, but to challenge yourself you really should be doing the "Challenge Route".
To many people, including myself and several of my friends I rode with last year, riding 230km over two days is a challenge and should not have its significance diminished. The name of the extended route should be changed as the "classic route" is a challenge route for many.