This absolutely is new, or at least the use of PBMs in this way has greatly expanded.
When I was in the insurance business, formularies were very common, as I imagine they still are based on my experience as a customer of an insurance plan. Whether or not a drug was on the formulary list was both knowable in advance and negotiable. If your doctor wanted to prescribe something to you that wasn't on your plan's list and had a good reason and felt like having his or her staff spend an hour on the phone once a quarter, your insurance company would often permit it. Funny enough, Anthem--discussed in the article--was one of the better ones in the past about having flexible formulary rules. Even if your doctor wanted to go off-label with an unlisted drug, the majority of insurers would cover it in some way.
This use of PBMs, where drugs are on the formulary list but the doctor is told "nope, you can't prescribe that right now or in this way or in this quantity" and being overruled by a pharmacist at the insurer, is relatively new and scary.
(Incidentally, this is why the rhetoric of "death panels" during the debate around the Affordable Care Act was bullshit. We've always rationed care in this country and, in the private insurance market, how it is rationed is almost always completely opaque.)