I smell advertising on the air. I suspect this is a goodwill gesture in preparation for more information regarding Fire Emblem Vs SMT.
'Cause, remember, that's a thing that's coming up. Sounds like they're drumming up business for it. Still, essentially free money isn't a bad thing, not by a long shot.
I do, however, second the sentiment over European release and development. Atlus, don't screw this one up. Pleeeease?