My guess about the new Leica website is that it is launched in connection with the upcoming point and shoot camera Leica C-Lux 20. The C-Lux 20 will be based on the Panasonic Lumix DMC-ZS7 which already has GPS geo-tagging capabilities. Look at the pictures on the site – they are not “M or S material”.
Of course the GPS coordinates could be added manually, but why create a new site with manually entered GPS data?
The Leica C-Lux 20 is expected to be released in the next 2-3 weeks.