Yes, this is using the same system as the Mr Robot marketing gimmick last December. That isn't very worrying to me though, since that platform is basically a generic "do something in the browser" capability, where "do", "something" and "the browser" are fairly loosely defined. Both the Mr Robot promotion and the Pioneer program could be done through other avenues. Shield is the most convenient mechanism currently available for this sort of fine-grained deployment.
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