EDITORIAL: WHAT IS HYPE?

Public Enemy said 'Don't Believe the Hype'. Maybe this is why.

NOUN

Definition of hype 

1: DECEPTION, PUT-ON

2: PUBLICITY especially : promotional publicity of an extravagant or contrived kind

CONTRIVED
deliberately created rather than arising naturally or spontaneously
created or arranged in a way that seems artificial and unrealistic

DECEPTION
the action of deceiving someone

So hype is unnatural publicity designed to deceive us?
As a brand aren't we supposed to generate hype? Based on this definition, we'd rather not.  

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