I noticed that too and was wondering the same thing. So corporate sponsors are now tagging routes then - I'd discussed the possibility of this happening with some friends a while back, but didn't really expect it to be quite so blatant.
Its not corporate sponsorship, the route in question is called Dolby Surround and weighs in around 8C+. The marking up uses the Dolby logo, but is not sponsored by Dolby.
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