This is now making it to the mainstream news:
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This seems to be the original source:
If true and not some gayops from either side, all the takes I've heard are worried about the sheer size of the alleged army. 900 tanks also mentioned... while Ukraine has to parade with a few dozen vehicles and without air support
I've been looking hard at the topo maps & satellite of that area, and it's definitely somewhere they could amass such a large troop concentration along the Oskil river north of being heavily wooded, sparsely populated, and filled with nature-trails/preserves.
However, the ground on the Ukrainian side consists of a kilometers-long bluffs & ridgelines, rising sharply from the river, running almost the entire length of the river north to Kharkiv. Kupyansk itself sits on low ground, but with the hills and bluffs surrounding it on all sides; and without crossing the river is approachable only from a narrow pinch-point between two reservoirs.
My guess is they're going to push further south from Lyman towards Petropavlivka, and/or maybe try to cross somewhere like Dvorichna, where the river is much smaller. But that town is also surrounded by high-ground & would be highly defensible. Additionally, trying to take Kupyansk itself probably would be a bridge-to-far, so they'll want to try and roll up Ukraine's flank south, towards Kyslivka & Podoly.
My other hunch is it's one of the few places left to the Russians that has any sort of concealment value from observation & ambush, as so much of Ukraine's drone & scouting forces are concentrated in Zaphorizia, Avdiivka, Bakhmut, etc. The villages & forests haven't been blasted flat yet, as well.
Edit:
These developments are kind of personal, as I have two good friends in that AO. One is a medic near Berestove, who was in Bakhmut for the duration; the other is a Romanian volunteer on his 2nd trip to Ukraine, after being severely injured in a vehicle-BMP accident last autumn. They were initially deployed down in Zaphorizia, but very recently repositioned. We have a system for staying in touch, but even that contact has become almost non-existent lately.