We've been testing new ways for the team to communicate with users and this is one of them. The primary focus is on new users and how we can reach out to them immediately and give them the help they need, but also older users as well, providing support and giving a way to give feedback that gets directly to us.

It's also highly contextual, we can send these notifications when a feature launches and someone doesn't finish, etc, etc.

But yes - this is us :).