Advertising hype/fashion… same old.
Prices are mental but then consider the increased cost of manufacturing, Shimano wacked up their prices.
I’m convinced the way to go is get a good set of components, whatever takes your fancy then get frames second hand or cheap last years etc, learn how to build bikes yourself and maintain them. Maybe I’m just cheap but I won’t be buying anything off the shelf in less it’s a killer deal or I win the lottery.