Yes, Spring cleaning indeed. Likely no relation to Ice Cream Sandwich releases, and more likely correlated to Sense 4.0 and the release of the One Series of handsets?
HTC has stated that they want to update and streamline their services plus reinvigorate and push the HTC Hub going forward (HTCSense.com's portal to our phone - you can't use the Hub Application on your phone without a HTCSense.com log in).
Since we are probably getting Sense 3.6 with our Ice Cream Sandwich, the HTCSense.com changes probably will not effect us much and will instead be optimized for Sense 4.0 only phones and the HTC One series?
HTC Blog | New APIs Released from HTCDev
"In addition, we have some great ways to get apps that are integrated with these new APIs featured on various HTC channels, such as HTC HUB. HTC HUB allows users to download relevant content that makes their device more useful and their lives more efficient, organized, and entertaining. Most importantly for you, HTC Hub allows you to get better market reach, better visibility, and more downloads."
Also check out HTCHub.com. Looks like a possible placeholder, with One X in the preview picture on the browser navigation bar?
(Not to be confused with HTC-Hub.com - French/EU News Site that centers around HTC community and rumors)
Maybe I'm just reading into things too far just like the next guy who knows...