Not really a new program. They started an Ultrablack registry a few years ago. UB1 is a first generation cross between a registered Brangus and a registered Angus. UB2 is a second generation cross between a registered Brangus ands a registered UB1. If you cross the UB2 with a registered Brangus, the resulting offspring is recognized as a full blood Brangus. At this point it's genetic makeup is 21/64 Brahman vs the typical 3/8.
And in my experience, it's not taking any ear or skin off. The resulting crosses I've been around are actually sloppier made cattle than purebred Brangus. The breed as a whole has made great strides cleaning up the skin and ear through genetic selection over the last 20 or so years.