Postcom tells us:
Looks like the Postal Service has decided to go into the retail advertising distribution business in competition with its current customers through a simplified address based program called "Every Door Direct Mail."
Postcom linked to a copy of a 6 page list of frequently asked questions on the program that appears to have been intended for postal employees- see below. The FAQ refers to a web link, usps.com/everydoordirectmail , which redirects to the USPS Simplified Addressing web site. The Simplified Addressing program was announced in December.