Is the "highs" of new model release over?

I remember 3 years ago, when I first started using GPT, and 2 years when I got more invested. Seemed like then, the releases where more hype and the awe was still impressive. Like, we were getting something new. I remember gpt o1, and how it was suppose to talk back, which was huge. Then gpt 5, and how it was suppose to be AI. You also heard from other AI systems, like Google, Anthropic, DeepSeek, etc.. Now it feels like a big splash has happened. It reminds me of new phone releasing every years. No big huge event, compared to when the first touch screen phones came out. Is it me or does the "Highs" of new AI models feel less impressive? If that makes sense.