For anyone living under a rock that may not know who Zack Sabre Jr is well he is one of the most skilled mat wrestlers in the world and still hasn't found his potential in my opinion. The reason I think that Zack still has untapped potential is him still being a fresh face in Japan and relative unknown in the states. Though I do know that he spent time in PWG and was the companies World Champion, but I mean as far as a national scale he isn't the most known name. However, based on recent events his status in Japan might be getting a boost recently with his performance in the New Japan Cup.
During the tournament Sabre made Naito, Tanahashi, Sanada, and Ibushi all submit which is an incredible accomplishment due to the status of the talent he defeated. Now I know that at this point he has come up short against Okada, but is definitely still looked at as a credible challenger. Looking at the booking they made sure that Sabre would be looked at as a credible challenger and gave him the biggest push possible.
For fans that are new to Japan and are use to the WWE style of booking this seems a foreign due to the amount of investment they put in Sabre for such a short gap. But that is likely the reason they gave him such a push at the New Japan Cup. Now with Tanahashi as the next challenger for Okada many would think that Sabre falls back down the card, but I think due to his solid performance in the Main Event he will be sticking around for the time being even if it will be a while before his next shot.