There's that, but most bash it's personality, wich is at fault, as for this point in its journey it has even topped swellow, in victories and quirks, only staraptor has achieved more and counted with more growth.
An that's why I was calling it Japanese marketing, they only use "shock value" and that fad has infiltrated the media to the core. They created emotional investment from the target audience then insert a shock to it to become a trend setter. Pokemon dodged this since the third generation... It is obvious a fallback from the writers plot wise.