That seems to be the general consensus among people I'm following. I've heard people calling it "preorder DLC for cardboard" and I can't say I disagree. They must really want to make their sales look good after the last two Masters sets, huh.
Did Masters 25 flop? Nobody around here has any product. Maybe they just drastically under-ordered.
Edit: Oh wow, new logo. I don't love it in a vacuum, but it looks nice on packaging.
Maybe even more interesting is the new card backs. It's no secret that Wizards has wanted to replace the Magic backs since forever, but if I read the announcement article correctly these aren't actually being implemented in paper. At least not yet.
I do like the design quite a bit, I think they look slick as hell, and other games have successfully introduced new card backs before. I'm guessing these will be implemented in paper Magic in the near future, probably in the next core set.
And if that's the case I hope they finally pull the trigger on the Instant/Sorcery split and get rid of Instants as a card type (while adding an Instant supertype to spells so Giant Growth becomes an Instant Sorcery and Snapcaster Mage becomes an Instant Creature). Seems like it would make sense to finally make both of the two big changes they've always been too conservative to make at the same time, and this year seems like a good time to do it.