Hype is the awkward and desperate attempt to convince journalists that what you've made is worth the misery of having to review it.
“It's like Forrest Gump said, 'Life is like a box of chocolates.' Your career is like a box of chocolates - you never know what you're going to get. But everything you get is going to teach you something along the way and make you the person you are today. That's the exciting part - it's an adventure”