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Because, they given us false hope just to let the people to watch again and see Ash getting the L once more.
They never did that in BW. Or DP. Heck, I'm sure that not even AG gave false hope of Ash winning.
XY certainly hyped the Kalos League Victory but only because Ash did made that far for people to seriously ask themselves if Ash would win.
And even then, none of them went to the same length as SM to hype up the League. I don't recall a contest to bet on the winner except SM. I don't recall these promo videos about Pokémon Leagues except SM. I don't recall the people who worked on the anime mention that Ash never won a Pokémon League except SM. And I don't recall the director establishing Pokémon Master as something different from Pokémon Champion except SM. Why the shift in tone?