More like churning benchmarks... Release new model at max power, get all the benchmark glory, silently reduce model capability in the following weeks, repeat by releasing newer, smarter model.
The only way around this is to never report on the same benchmark versions twice, which they include too many to realistically do every release.
You don't need to compare "A (Week 1)" to "A (Week 8)" to be able to show "B (Week 1)" is genuinely x% better than "A (Week 1)".