Well it could be several things.
1)How to sign up for the Pokebank. (With that website being the portal to the bank, much like there is a portal to the online portion of the DS games.)
2) A chance that they will do what they did with Zelda and allow those who are going to buy the game digitally get the game a few weeks early.
3) Random X/Y information.
4)Surprise announcment. (WiiU title that was teased, light weight Colosseum app, etc.)