An attempt to make reading on screens easier though applying color gradients to lines of text. For example, one line of text will fade to red and the next line will start with red, making it easier for your eye to jump down to the right place. It looks silly, but I've tried it a few times now and it does seem to make me read faster and more comfortably.
I'm not sure why it has to be all "All rights reserved" / "patent pending" yadda yadda. I would think it would help the world more if the idea was open and the company made money through good implementations of the idea (e.g. paid app components).