Hype.

Noun: Extravagant or intensive publicity or promotion.” His first album hit the stores amid a storm of hype”.

Verb: Promote or publicise (a product or idea) intensively, often exaggerating its benefits.

“An industry quick to hype its products”,

Until recently I have gone out of my way to avoid any promotional material regarding Starfield, the forthcoming RPG from Bethesda Game Studios. However, as the September 6th release date is approaching, I finally decided to watch the following YouTube video in order to make a measured judgement about exactly what the game has to offer. Let it suffice to say that if you take the video at face value, then Starfield is potentially a revolutionary video game. However, upon mature reflection and sober consideration, I have chosen not to take the claims made in the video as gospel. As far as I’m concerned this is not regular marketing, as it goes beyond the scope of briefing potential buyers about the product. Instead I would define the videos as pure and unabashed hype, as specified in the two definitions at the start of this post. And hype is a very problematic phenomenon.