It's for the service called Playstation Now which is in beta. It's a service for renting streaming PS3/PSN games at the moment. Later on they plan on doing PS2 and Vita games as well I believe.
I have been a part of this beta since it launched on PS4 and I got to say this service is awesome! As for pricing not so much to rent a game for 4 hours its 4.99, 1 week is 7.99, 30 days is 14.99 and 90 days is 29.99 other then the prices the concept is good they just need to lower the prices since most of the games on there you can go to Gamestop and buy for less then what you can rent them for. I am happy with PlayStation Now when I find a game I am willing to pay for