Reminds me of years ago when SM:TV Live would end with Ant, Dec and Cat using the CD:UK microphones and they'd run the in-to-break sting rather than credits. The difference there though was that CD:UK was introduced with an ITV ident/continuity beforehand (whereas SM:TV was introduced with a CiTV ident with no announcer).
That's a good example but SMTV/CDUK were essentially the same show, same presenters, overall same production team etc. And of course the credits for both programmes were at the end of CD:UK. This is just a gimmick for me - Good Morning Britain, Lorraine, This Morning and Loose Women are completely different shows. Programmes like news and sport often have no or very short credits but for your average programme it's stepping outside the box. Re the mentions of American credits being slimmed down and running very fast, well yes...but this is the UK not America (yet).