Looks increasingly like a corporate communication f-up. They'll launch the new status but with more pomp and "officially " in a couple of weeks, and wanted to keep the secret till then. Unfortunately the developer of the app already referred to it in their new release, and so the secret leaked. Flying Blue got wind of it, pulled the description from the App Store and contacted the moderators of this forum to remove the picture and any insights one poster was giving. Which also explains why the KLM twitter team refused to give more details.

We'll hear more in some weeks I suspect.