Sounds like a marketing ploy to me, I wouldn't get too excited, though I can understand the appeal of being able to grab a decent tea while doing your regular shopping (wish we had a decent tea store around here, I always run out of something before my next order comes, and whole foods is so overpriced).
It just seems to me that a lot of american companies are doing this, with more and more americans getting over the whole processed convenience food craze of the last 50 years and finally paying attention to quality. Unfortunately most companies care more about the bottom line than quality, and based on past experience it wouldn't surprise me if this is the same lipton tea of the last fifty years just in a fancier bag.
If you do pick some up, tear open a bag and take a close look at the tea. That should give you a fair idea of the quality right away.