Not sure it is really new. You could always pay to have promoted listings. Maybe they just changed what it is officially called.
It is only annoying to me because you can see the same item more than once... usually just twice. The promoted listing and the regular one. They both go to the same Ebay page ID, so its not like it makes a different listing page. I get confused sometimes because I would say that I use ebay for looking at pictures or identification 95% of the time these days.
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