This is the first facelift for A3 Sportback and the second for 3 door A3 (single frame grille integration was the first one).

One series came to the market one year after the Sportback and 2 years after the 3 door A3 and has been facelifted already.

Mercedes facelifted nearly half of their models this year (A , GL , M , SL etc) so i don't think that Audi is doing something unusual.

It's kind of sad but all German brands do facelifts more often that the Japanese brands these days!