First time I have ever gotten this kind of offer to proactively re-schedule my flight, if I happen to find that convenient. If this is what I think it is, it is different than an offer to sign up to be "bumped". Those typically are on a bidding system--how much would you take in compensation to be bumped to a different flight?
If I am interpreting correctly, this is saying "hey, if you happen want to change your flight, we won't charge you for it. Do you want to take a look and see if a different flight would be an improvement?" I've thought for ages that airlines should do this kind of thing--see if there is a win-win to be had.
(I didn't pursue the offer, so I don't know for sure how it worked.)
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