I'd guess either a celebration of the anniversary of Desert Owl forming as a company or their acquisition of Pox, depending on which is happening.
Yes, surprised there wasn't some sort of announcement. I've been looking all over for a patch release or a blog comment. Could be someone had 5 minutes to kill, or could be a harbinger of.....
It's an auto thing, once it's setup, the changes happen every year on that date. I am not sure what this was for, personally.
seems like an owl take over anniversary.... maybe you should do that gold pack thing again in honor of it?