The hype had been deafening on the work; the auction sales pitch even compared it to the “Mona Lisa.”
One can see already that the media is going to hype these two and their supposed new thinking relentlessly.
Last week, Obama visited a Boeing plant to hype the lower tax-rate idea and applaud its job-creation acumen.
"excessive or misleading publicity or advertising," 1967, American English (the verb is attested from 1937), probably in part a back-formation of hyperbole, but also from underworld slang sense "swindle by overcharging or short-changing" (1926), a back-formation of hyper "short-change con man" (1914), from prefix hyper- meaning "over, to excess." Also possibly influenced by drug addicts' slang hype, 1913 shortening of hypodermic needle. Related: Hyped; hyping. In early 18c., hyp "morbid depression of the spirits" was colloquial for hypochondria (usually as the hyp or the hyps).
[fr hypodermic referring to a needle or an injection]
: without any advance PR hype
[origin unknown; perhaps related to hyper, ''hustle,'' of obscure origin, found from the mid-1800s; recent advertising and public relations senses probably influenced by hype1 as suggesting supernormal energy, excitement, etc, and by hyper2 and hyperbole; verb sense 3 supported by a 1914 glossary: ''Hyper, current among money-changers. A flim-flammer'']