Yes

 "During our small Closed Alpha, we rolled out 3 new server builds and completely moved players from one build to the next without interrupting gameplay. Players never noticed a difference (other than some bugs went away),"

That quote doesn't support your answer.

See quote above your comment then.

Sunset Overdrive will be based around this. Open world game thats updating while you play based on player feedback. Awesome stuff!

That one doesn't either. If the game's just changing things while players are waiting for the next match then it's nothing new.

will it add more features etc and Mr improve performance and content on the go?

even if between 2 matches, which is already awesome with no rebooting the game,  which game did it before?

I've never once had to manually update my ps4. Doesn't really have to do with cloud power.

Nice. I like the new gen alot.

Lots of games do server side changes between matches. Almost every game uses it for on the fly balance changes and many others do more than that. Without concrete examples of what Respawn changed and how they changed it we don't know if the're just trying to sell consumers on the industry standard, are pushing the industry standard to the next level, or are pioneering a next gen feature.