Unprecedented, but not really unpredictable. You take what is arguably the most beloved modern Disney franchise without park presence in the MK, design a "castle" for the characters, make uniquely themed rooms inside with different effects/experiences and the most detailed interiors Disney has done since ToT - and then make the only way to even walk past it, let alone go inside, is to either eat a very expensive very limited choice meal that requires bookings 180 days in advance, or stand in line to purchase a "counter service" meal at lunch. Finally you promote the heck out of it on national television as one of the centerpiece experiences of the "all new Fantasyland" which (also arguably) is considered the centerpiece of MK, the most popular theme park in the world.
Oh, and did I forget to say - "Meet and Greet"?
It ain't rocket science.
I think Disney knew this, as I'm sure originally it was going to be full service only, but they realized how daft it would be to do so. That's why while some folks are saying it should go all TS, I actually think it would be best to do the opposite - go fully counter service, and then expand the heck out of the hours and the menu. Open at 10AM and stay open until park close. The most people get to see it that way, and the elimination of the current limited hours (that I haven't seen any folks mention) could help offset the financial loss of TS for a few hours at night.
They can't unring this bell - and the MK did need another dining option (though, I'd argue, there are plenty of places in the MK to eat they just refuse to open them up, LOL), but this is going to always be a point of contention. I see folks saying that there were complaints about the line - imagine the complaints if it went TS only, you can't even walk across the bridge without a 180 day reservation - all wrapped up in beautiful facade with an interior that most guests will never see.
If that happens, guest services better buckle up because there are going to be a lot of screaming kids who are told "look don't touch" essentially, and not even allowed to look at the outside very closely, who's parents are going to be stark raving mad they booked trips after watching the TV commercial where they could go to the "Be A Guest" at Beast's castle.