apple.com
macrumors.com
apple.com: they put a page up advertising their stuff, and listing the changes/features, all of which is true. To find it, you have to look for it - they're not bombarding the airwaves with ads, etc. That's not hype. Would you expect them NOT to have a page describing their new OS?
macrumors.com: where's the hype? All I see is thread after thread saying "it's a service pack." And these threads started from the day SL was announced.
There's been no hype. There's only been honest discussion: "it has some new features, but most of the changes are under the hood and not visible to users. it's a foundation for the future." It's been said over and over. That's not hype.