This was actually introduced few months ago. The new version actually fixed a major issue.
Earlier when you loaded profiles, the cover photos appeared in a much larger size. That does not happy anymore. At least for me. https://plus.google.com/110423635538170952817/about
You should see a smaller header image by default. When you scroll up, you see the larger image.
Not sure why it bothers you so much when it remains hidden till you scroll up? Brands can do a lot of things with the larger cover image. At least now you do not have to watch it every time you open a profile page! It was annoying before the latest design.
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