They can't seem to fix a simple bug that prevents the mini 1password menu from not being behind the menubar. Really pathetic or maybe its fixed now hopefully. Please FIX OMG
I wouldn't necessarily say, they have suddenly realized this; they have been leading by example for user experience for awhile and are now just being more public about it.
Nobody that really understands the problem of no privacy between government or another collecting agency knows enough to weight it on purchasing their device or going with their OS for their phone, tablet, or laptop.
If more people knew, how it could be for collecting every single thing from a user, i'm sure apple products would sell more, so I do agree with your point, that it is better to now advertise this.