According to Futuremark, this is the first time that Futuremark showed some content from a new benchmark before the launch, and it was simply used to demonstrate Directx 11 technologies and the 3DMark 11 engine. Unfortunately, Futuremark still keeps any info on the actual 3DMark 11 test under wraps.
Another interesting note is that the 3DMark 11 will be available as a "free edition" as well and will offer unlimited runs, which is made possible due to advertising that now goes to MSI.
Source: FUD Zilla