Apparently, the new thing (at least with this particular brand) is handy orientation labels. It's not such a big deal with my twin bed, but I could have used these back when I had a queen. King bed owners must be ecstatic.
I wonder if there were high level meetings over whether, having labeled the sides, it was necessary to label the ends. And, if they were to label the ends, should one say top and the other bottom? Was the decision to label the ends top or bottom intended to stave off arguments about the sheet being the wrong way around? But what about people who have a hard time with choices? I imagine there's more than one out there right now who has been locked for hours in decision paralysis.