Looks like they are calling it Piwik PRO Tag Manager, and the team doing this is the gang trying to provide professional services around the Piwik open source web analytics tool.
I can't help but wonder if this is a shot across the bow to gauge reception of taking Piwik out of open source by moving all improvements they create to a commercial license. I presume this is easier or harder depending on the license chosen, but IANAL.