How do you know they have done nothing at all? Mobil may choose to publish videos about their research, but that doesn't mean everyone else has to follow suit. Oil companies research and develop all the time and are very private about it. Shell could have been working on this for years, so I don't know if you can legit say that it is "all of a sudden."Unlike Mobil, that has put out dozens of videos of testing done on their end to ensure the oils are capable, Shell has done nothing at all. They're fine oils for most intervals but to all of a sudden recommend 20k miles I need a bit more.
That being said, marketing can be crap most of the time and so this could very well just be a label change to improve sales on the same formula.