So today I'm grabbing some easy to get avatars on an account when I'm buying something from Tarla's shop of mystery (for that avatar) and I get a weird thing instead, telling me my gift is shrouded in something and when I click one of the options to "investigate" I'm taken to this page

(you need an account to see links)

Is this new or is it something that's been there for a while and I've never noticed it?