I emailed IANA (Internet Assigned Numbers Authority) earlier today to ask about the new content on example.com. To my surprise, their VP replied. Here is the email: I am happy to try and answer any questions you have. The changes we make to the site from time-to-time are usually informed by a desire to either reduce the overall bandwidth demands of serving the site, or improve its utility. At its heart it is a placeholder...
I was thinking more about automated usage. There’s probably a lot of devices that hit it to check for internet connectivity. The linked article says that most of the traffic is automated and they saved bandwidth by putting some content in a JS file (since most of the automated hits don’t download or run the JS).