The word "already" is used because it was close to the time that she won the award.
Student or Learner
Sarah invented ‘camoculars’ – binoculars and a camera together. She was one of thousands of young people who sent their ideas to Amazon.com, the web company that organized the competition for young inventors.
Two months later, Amazon.com phoned to say that she was a winner. They didn’t give her the top prize in the competition, but she won $1,000 and a trip to New York.
People are already asking Sarah what she is going to invent next. ‘I don’t know,’ says Sarah. ‘If you just sit there and think, you won’t invent anything, because you get ideas at strange moments. The only thing I can do is keep my eyes and ears open!’ (English in Mind 2, Cambridge University Press)
People are already asking Sarah what she is going to invent next.
I wonder why ‘already’ and ‘present continuous’ are used in the sentence above. Can I say ‘People always ask Sarah what she is going to invent next’?