As Federico Viticci noted on Twitter, this section isn’t brand new. It was used to annotate the apps featured in the “App of the Year” awards in December.
Now, they are extending it to more apps, such as those that are selected for Editors’ Choice promotions. If users find the app in the store, these official commendations will encourage more downloads and purchases. However, this doesn’t help with initial discoverability at all (i.e. improving search) in any way, which is where I think Apple needs to prioritise focus.