Hype

"Don't believe the hype!"

– Public Enemy

That which can only lead to disappointment.

"Hype" is the name for the excitement in anticipation of an upcoming release. But since almost all hype is overblown, and marketers want you hyped so you'll buy in on day one, well...

The Litany Against Hype

I must not hype
Hype is the mindkiller
Hype is the little death that brings total disappointment
I will ignore the hype
I will permit it to pass over and through me
And when the release date has gone past I will read the reviews
Where the hype is gone there will be nothing
Only the reality will remain

See also

• Scalpers, who prey on hype.