It is all kinds of shady. The policy says that if material changes are made to the policy, special notice, including sending notifications, will be made. As I noted, even the policy change announcement does not include a mention of this material change.

Why is this feature being prioritized and snuck in, while the most significant announcement from their last raise (that users will receive 10% of the raise) seems to have been all but forgotten?

It really puts this interview with Steve in some context: https://youtu.be/uSVqoW1rz6w?t=13m50s