I too saw this service. Actually it is a nice move by Leica but will it really help them sell a B&W only M9.
There are several Leica's at my house including an M8.2 my wife gave me and all their equipment is well designed over the decades. Leica is not always the best at marketing. But this might appeal to the retired dentist, doctor and lawyer who can afford the new M9.
Be interesting if they open it up to others besides the M9B&W I'd be glad to put my M8.2 up against the M2 with some Delta 100.