New Additions To Analytics Login Page?

Maybe I’m just crazy here, but I swear I’ve never seen this content in these boxes on the login page for Google Analytics before, particularly the case studies box. It looks like Google’s just trying to drive more signups with its case studies, but there are some good lessons about the usefulness of web analytics (along with some ideas about how to structure your metrics processes). Is this new, or have I just been oblivious?

Screenshot