Call it Duarte's design. Main goal, to port Google search and other services to small devices like watches or in-car gadgets. This new framework add an animation effect which may have a appealing glance when you make jogging with a big watch on your hand or if you wanna test airbags driving on a highway, looks more adecvate on a run. I think that's a marketing requirement for Samsung/Sony players and Google found an opportunity to monetize all marketing solutions for their Android crap. It's more like a content delivery thing because Google would have more control on it, not a feature for mobile browsers design.
Opera for Android