I've seen quite a few billboards around here, but yes, it does feel a little underwhelming.
I think it's a combination of S2 only finishing 6 months ago, and the S2 girls being everywhere still (and I don't think that's just my echo chamber), amplified even more by the fact that the S1 girls couldn't fully capitalise on their run due to covid - not that I think there was as much appetite for them.
And I guess the fact that for the hardcore fans, since UK S2 finished we've had US 13 wrap up, All Stars 6, Spain S1 and Holland S2 and there hasn't been much opportunity for anticipation to build.