It seems to me that, in this booked-up schedule society, mindfulness has become somewhat a guise and a convenient way to talk about the taboo of relaxation. It's a bit sad, because despite its characterization as something orthogonal to our stressed out goal seeking ways, it becomes precisely just another component in the same closed system of utility maximization. Obviously there are teachings which can take you very far, significantly altering your brain and whatnot, but I suspect for most people just taking a break doing nothing (without the bad conscience) would achieve the same thing.