It doesn't even have to be a new crater. The moon wobbles throughout the month so that the part that faces the earth is slightly different through time. Combine with how close the moon is to the earth (which varies) and the amount that is lit up, each day's picture of the moon is fairly unique (at least unique enough over a largish data set).

I would hope that their enhancement software pulls the current timestamp and synthesizes a picture that would be the same as what would be taken from a real high resolution / telescopic image at that time and place.