If it's a techno thing, add another vote for an e-bike. Perhaps all Madones will now be e-bike ready. E-bikes have already changed cycling in Europe. Maybe this is their foray into e-bike dominance in the U.S.!
Or maybe . . . "Trek (FINALLY abandons the loopy BB90 bottom bracket and) invents the easy-to-service threaded bottom bracket!"
But more likely . . . it's a marketing thing. "The first gravel bike that's better on 35mm tires than 45mm!" "Project One now allows owners to paint their own bikes!" "Trek abolishes the bike shop forever!" "Every Trek road bike now has room for 40mm Bontrager tires!"