I've noticed this label a while ago, but recently decided to see what it was all about. And apparently there's no consistency to it at all. I don't know who manages the label, but so far it's been done... poorly, to say the least.
The description says: "These include massive improvements, brand new routes, new glitches, significantly improved entertainment throughout or something else fresh and surprising. [...] The intent of this distinction is to inform viewers of a significant change and not just minor optimizations. [...] When seeing this label on a movie, viewers who saw the prior movie know there is fresh play available."
The terms used in the description are incredibly vague and broad enough to be applied to most improvements on the site.
— How minor must something be to be considered minor?
— Is a single change in gameplay significant? How do you tell what is and what isn't significant?
— Do small isolated portions of altered gameplay interspersed between long stretches of identical one constitute freshness?
— How many improvements out there
don't use something out of "a brand new route, new glitches, significantly improved entertainment throughout or something else fresh and surprising"?
— Is the label supposed to help people notice the significance that could otherwise be missed, or just state the obvious?
Apparently the label manager(s) can't decide! For some reason the list of currently published notable improvements contains only 36 movies (21 more in the obsolete list), and the choice is... confusing. They're mostly games from popular franchises: Mario, Mega Man, Sonic, Zelda, and, surprisingly, a whole bunch of RPGs. Let's look at the most ridiculous entries:
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[1946] SNES EarthBound "check glitch" by pirohiko, MUGG in 09:01.77,
[1752] GB Final Fantasy Adventure "warp glitch" by Touch-me in 17:41.33,
[2080] N64 The Legend of Zelda: Ocarina of Time by SwordlessLink in 22:50.27 and others like this: thanks for telling us these were significant, because we absolutely couldn't tell otherwise. It's not like the previous time was suddenly cut in three or anything.
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[1312] Genesis Shining Force by DarkKobold in 1:59:59.05. About a dozen changed battles surely motivate the viewer to watch the rest of the two hours the previous movie already featured. Obviously only the direst fans would do that anyway. Misappropriation at its finest.
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[1715] NES Super Mario Bros. "warps" by HappyLee in 04:57.31. I bet any person can instantly tell where the new frame was gained, right? Including one-frame improvements throws any legitimacy of the description out the window instantly.
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[794] N64 Super Mario 64 "16 stars" by Rikku in 15:24.08. "This 10-second improvement is half made of no saving and a different overworld route, and half of just framewise optimizations". So basically the exact stuff that puts off people who don't watch every improvement unless it's significant, right? Likewise with
[748] N64 Super Mario 64 "16 stars" by Rikku in 15:33.77. The label manager just loves Mario.
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[1678] GBC Pokémon: Yellow Version "save glitch" by p4wn3r in 01:36.95. At this point I stop any attempts to comprehend any logic behind "notability".
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[304] SNES Super Mario World "all 96 exits" by VIPer7 in 1:23:38.37. This isn't even an improvement...
Tl;dr: the label manager(s) is/are clearly confused, and it makes the label itself confusing and pointless. Solution: fix it or get rid of it.