We discovered this on Steam with Fallout 4. Bethesda has been developing a new game loader. Initially it was setup to distribute modification tools for the game. This loader is PC only, no such package is being offered for consoles.
It suggests Bethesda may be wanting to setup their own store and carry in like other larger publishers. This means now even more game clients.
The Bethesda loader has an option to prevent autoloading so windows boot is not slowed.