The master should only contain sources. Then we can use AppVeyor to generate the binary packages into the binaries branch. We can do it after every commit in master, or we can do it for each git tag (http://www.appveyor.com/docs/deployment/github).
The point is that things become automated. It's not a high priority, but I think it would be cool to have, since if we have this infrastructure in place, adding a new binary will be trivial (just adding a new build script and modifying a few files).