Larger eye-relief requires larger eyepiece apertures (especially for wide FOVs) hence the bigger oculars. As others have suggested it sounds like the eyepieces in particular have been redesigned this time around (though knowing Swaro ... the whole optical train will have been optimized

).
Helps when looking at older bins to estimate the ER - just look at the oculars (the bigger the better).
And as it's a nice obvious difference anyone can see marketing like to latch on to those. Even if they don't know what they mean.
BTW, there is something to be said for entertainment of giving a pair of bins with large oculars to a novice and seeing the confusion they have with finding the "right end" to look through. Works best with 32mm bins!