The launch of temporary browser-based games based on seasonal events (eg Chinese New Year, Valentine's Day) which will give us in-game rewards that we can claim when 2.0 starts, in order to promote ARR and keep current players logging to the site regularly... Well if I was their marketing dept, that's what I would have done!

Not just a Beta Application site going live, as he specifically mentions that Legacy players should make a note (and that site's not going to be relevant to them).