The Null Device
Apparently there aren't enough young people playing Scrabble these days. (Perhaps the demographic of bookish cardigan-wearers and cupcake-crafters tends too much towards the mid-to-late 20s for maximum shareholder value.) In any case, Mattel have decided to attract a younger audience by changing the rules to allow proper nouns and "introduce an element of popular culture into the game". So now EDWARD, BIEBER and LADYGAGA are valid moves.
They will still sell an oldies' edition with the staid, fusty no-sparkly-vampires-or-pop-stars rule. It'll presumably be distinguished by tastefully monochromatic packaging (the regular pop-cultural edition will undoubtedly be printed in a vomitous mix of fluorescent colours, with the letter tiles in Comic Sans).
Update: the rule changes will not apply to Scrabble as such, but rather to a new "yoof-oriented"/"extreme" variant named "Scrabble Trickster". (Thanks to Jessamyn for that link.)