Now is a new security as a service (SECaaS) offering, recently demoed at the CPXs. While it is already in production, our marketing collateral is still under construction. That's why you couldn't find it. I'm attaching a presentation of the product.
The reason you're seeing the image on CPUSE is that almost any Check Point appliance can be converted to a Now, simply by blinking it with this image. After the reboot, the appliance will automatically attempt to connect to the Now Cloud. Assuming you've registered an account on the cloud, the appliance will receive threat prevention policy and become operational, with no further configuration required. It implements the threat prevention blades, with no access policy. No policy means you don't need a management server - just a standard Web browser to access the Now portal for logs, views, and visualizations and to provide basic control and monitoring.
Some customers have deployed Now under fire to repel cyber attacks - this was the subject of our "Threat Hunting with SandBlast Now" breakout presentation at CPX. Having a threat prevention appliance that can be deployed in minutes, when and where it is needed, allows cyber defenders, whether in-house or as Customer Premises Equipment (CPE) for a managed service, to regain visibility and control even in the darkest reaches of their physical and virtualized networks.