A reaction to ServiceNow?
To me this looks like a reaction to the abilities of ServiceNow. SN has long had this ability, and while most people view ServiceNow as primarily an ITSM application, more and more are realizing the ability to empower the 'citizen developer' with its powerful and intuitive ability to create custom applications on an individual and as-needed basis. The end-userss have shown that the SN platform is capable of supporting data-flow applications for just about any vertical, and any size or complexity.
Makes me wonder if SalesForce has realized how easy it would be for SN to start dominating that market as well?