Most of these grandiose announcements are composed in a way to secure funding for the research group releasing the paper in question. They are almost always entirely based on idealized animal models that have no hope of ever working in the real world. A very small percentage of these research ideas is viable and does make its way to clinical trials, after which these ideas are almost certainly buried never to be seen again due to a crushing load of patent concerns, hedging of liabilities, conflicts with corporate strategies, and general cultural resistance.

Pharmaceutical companies are doing a difficult tight rope walk here. On the one hand, they have a nice status quo, in essence a license to print money. On the other hand, they are subject to a number of threatening forces such as the expiry of patents or the ever-present danger of a rogue competitor making a disruptive discovery. This means there has to be a certain amount of innovation, and that innovation has to cost a lot of money, but ideally the improvements would be minimal. A lot of times, it makes way more sense to kill an idea and keep it under wraps. All big companies have to make these kinds of decisions, it's just good business sense.