I wouldn't call it celebrating per se. But outright biding the time to exploit. HG has always claimed ownership of everything Macross outside of Japan and they were waiting for the chance to flex whatever little muscle they had with the crappiest toy they have a sculpt to.
If they really had balls, I would love to see them make some DYRL MPCs or maybe celebrate Macross Plus's little mentioned 10th anniversary, with YF-19 MPC. I really would love to see them try. But I really doubt it. I'd be surprised to see the Beta Fighter, something they own outright. By hinting to sell the Beta, they are luring people to buy their undersized but overprized Alphas. Another way to "celebrate" with their franchise's fans.