I had all these thoughts as well - especially since I just reviewed my renewal quote - sigh - but I think in the back of my mind I thought they were probably already tracking this in some way anyway and were just going to now let us in on it. 

For the most part I know how long a return takes me (with and without the chit chat) and how long is SHOULD take most of my staff members so this might just be interesting to look at. Or use for staff reviews and training purposes, to see where they might be a little weak.