Still, the answer to "who'd a thunk?", taken literally, is worth spending time on. The answer is that Physicists did, and have done for some time. The particular measurement reported has already been made before, albeit with less data, by the LHCb already in 2014:
http://arxiv.org/abs/1406.6482 , as well as at two other experiments, earlier still:
http://arxiv.org/abs/1204.3933 in 2012 and
http://arxiv.org/abs/0904.0770 in 2009 respectively. In turn, the measurement was made on the suggestion of other physicists, as far back as 2003 (Hiller and Kruger,
https://arxiv.org/pdf/hep-ph/0310219.pdf ). It is worth noting that this first paper made the point of defining this measurement as an ideal test of whether or not New Physics was present: the precise point is that the Standard Model prediction is almost exactly 1, with more or less no uncertainty, and so anything different from that means something new, no matter what it may be.
The precise point then is firstly that physics has been looking at this specific measurement for around two decades now, and secondly that they have been looking at it almost hoping to find something new -- or, at the very least, with the expectation that either something new shows up or it doesn't, and it will be clear one way or the other. It's obviously a pretty narrow focus, but the further point is that it kind of *has* to be. In order to identify the new, you have to be able to clearly distinguish it from what you already know, or think you do; in turn, that also means making sure there is a clear and thorough understanding of what you should "expect" to see.
It's also worth adding that physicists are not desperate to cling to the Standard Model, ie to the current picture, either. It's filled with problems, including a failure to account for dark matter and dark energy, a failure to explain why our universe is matter-dominated, a failure to account for inflation and gravity in general, no explanation for the different masses particles, and so on and so forth. In fact, one of the frustrations of the past decade or so is that all of the hoped-for new stuff hasn't shown up much, if at all. That, however, establishes two very basic truths: our current understanding is incomplete, which we already knew; and our current understanding isn't wrong, because it adequately explains almost everything we have seen so far.