It is but I suspect it is part of what is often called 'shaping the narrative' - the carrier network support is going to start collapsing (we have already seen it with T-mobile), because sales numbers across so many regions are dismal, so they are doing this now so that if and when it completely fades, instead of them retreating online they can say "we have been selling directly for a while, this is nothing new". Then once inventory has been run down they pull the plug.