And, is it ok?
The quickest answer is ease and lack of maturity.
It is easy to borrow words from games like quests, missions, achievements, trophies, player and the like. It is easier than finding gamification or more “businessy” alternatives. The reason for this? Gamification has not yet matured enough to have its own set of metaphors to use. Instead we use ones from games.
Is this ok?
It all depends who you ask. Many in gamification, especially the newest members of the movement, don’t like it. It feels as though it cheapens the amazing things that can be achieved with gamification. It makes us all think of the bad times, where points, badges and leaderboards were all that was out there.