I do also think that this could be an effort to improve yield, but I can't seem to figure out the reasoning behind who they are choosing to call/connect with resources.
1. They could be targeting applicants they think have already demonstrated a high genuine intent to join Kellogg, in order to solidify those admit conversations(with the rest of their application and candidature obviously meeting the standards). In which case, if you're in that pool things look good for you.
2. They could be doing this with candidates that they want to admit badly, but who they know might receive other admits or may not have shown as much of an intent during the interactions. This implies there would be another bunch of applicants with equally good credentials and a higher demonstrated intent, and so these non-evaluative calls could actually be a two-way further interaction, but they may or not end up being convinced about successfully admitting such applicants. In such a scenario, I don't think being in this pool necessarily puts one at an advantage.
Whichever way this swings, we'll get to know in about 20 days.
Posted from my mobile device