Previously, when linked to the order URL a user that was not logged would be redirected to the homepage. This is bad for sales and especially bad for any website that links directly to their service order URLs. Now the unlogged user is forwarded to the login page, which allows the user to click through to registration. Once registration or login is completed, the user is then returned to your order URL.
When clicking Order from your service page, the same flow occurs. Previously, clicking order from your service page when not logged in would return the user to your service page, not to the order URL.