The point of this announcement is to draw attention to the fact that the currently hyped topic is what they have been working on since their inception. If anything, it gives off a Schmidhuber-esque 'actually it was me who invented that' vibe. But trying to retroactively claim credit for the hype is nowhere near the same as following the hype.
As for your impression that the company is more generally hype-chasing, I'm really not sure how you would come to that conclusion. At the time of their founding, chatbots were the hype on the product side and model scaling was the hype on the research side -- topics they have largely eschewed. They instead were founded with a focus on evolutionary and collective intelligence and have maintained a fairly cohesive research direction ever since.