EXACTLY. Apple merely advertises their products, like anyone else. It's everyone else who creates the 'hype'. I'm sure Jobs fully appreciates that, but the flip side is that any minor drama(Antennagate, for example) also receives the same hype.Over-hyped?
By Apple = no, just standard advertising retoric.
But by virtually every media outlet (run by retards who know only how to sell advertising slots and not actually give factual and unbiased reports), unqualified cyber-"journalists", self-proclaimed analysts and many technically inept = oh hell yeah.
The internet has allowed individuals to make claims and pass judgements anonymously, and as such many do so without fear of reprimand for failure to support their statements through the use of logical thought backed up with facts.
Just look at how many are claiming that the next iPad will have a "retina" display, or at least a sizeable resolution bump. Fact is, there is no information to go on, only wild speculaion off a rumour that the next iPad will include "new screen technology". To me, that statement does not support (nor does it undermine) assumptions of resolution change. But it doesn't stop people getting all excited and screaming from the rooftops that the next iPad will have a screen that's got better resolution than the real world.
Gotta take the wheat with the chaff, I guess.