Saw a Nurse Practitioner at my primary care facility today. She's calling it a pes anserine bursitis vice a patellar tendonitis. That's the bursa that's under three conjoined tendons at the point they attach to the tibia - right where I feel all the pain.
Treatment in the short term is the same - rest, ice, compression, elevation ... and anti-inflammatories. Maybe a lidocaine/cortisone cocktail injection. I did get a referral to my PT, which is what I was really after.