I was going to say that this feels like an over-reaction to bury bad news but if there's concern about how deadly the new variant is, then comparing stats:
Last Christmas uTurn (19th December is the date i saw on my cursory google, but I thought it was later than that?):
Cases: 24,752
Hospital: 18,603
Deaths: 436
Yesterday:
Cases: 45,691
Hospital: 7,317
Deaths: 180
If it's not a distraction then they must have some very concerning news about the rate those cases are going to turn into hospitalisations/deaths