Some moron at the big G might call this new layout tablet optimized if they're not allowed to question orders from their marketing overlords.

Me? I'd say why the !@#$ are you wasting nearly 2" of my screen real estate to highlight the sections for movies and books? I don't even want to look at my phone's layout after seeing this redesign on my tablet, for fear of what else might be found.

I was really on the wall when hamburger design took over the mobile world but quickly came to like it, when it was done well. Interfaces like this however are just wasteful(tm). But it gives you plenty of space to write out Games, Apps, Movies & TV, and Books in something like 120 languages.