The only one celebrating it is Amazon, and frankly like you said it's marketting.
I'm not sure why anyone is really making a big deal out of it since it's no different than say Blizzard outing huge Shadowlands day 1 sales, even though we all know those numbers will eventually drop and that it's just a huge spike of people being interested in something new.
Whether the show gains or loses viewership... who really cares. It doesn't really affect anything.