No, it has happened to almost every other "sota" model before. There used to be a meme with a circular arrow going through Anthropic, OpenAI, Google as a hype circle. Now we can drop Google and add a couple of Chinese companies.

It's not an explanation of why it happens, I am just pointing Fable is not an exception, it has happened with almost every other model release by all these companies over the last 2-3 years.