Masks can now be purchased for 2x Tricky Treat from Farina (H) and Spanky (A) in addition to having a chance to be looted from the Loot-Filled Pumpkin . Their chance to be looted from Handful of Treats remains the same.
The Hallow's End masks are no longer equipped in the head slot. Instead, the player right-clicks the mask and receives the corresponding buff. You get to wear the mask without sacrificing a gear slot like in previous years. :) Also, the mask only lasts for the duration of Hallow's End but the spell buff it applies to the player will remain indefinitely unless cancelled by death or by the player.
"Post constructively or I'll press some different buttons next time." -- CM Daeleht (from the old WoW website, no source link)