Not hype? Clearly the fact that Apple is moving from 64-bit chips to 32-bit chips begs that question. (Even when Merom/Conroe and other lower-power consumption 64-bit capable chips arrive OSX will be 32-bit only, because OSx86 is 32-bit only and it will have to run the chips in legacy 32-bit mode.)
Not hype? Then why does OSX 10.4 "64-bit support" not extend to GUI applications? Why only terminal apps? Any why was Apple able to ship a 10.4 update that completely disabled 64-bit support without anyone noticing until after it had shipped?
Not hype? Then why make "software play catch-up"? The DTK Intel systems that Apple sent to developers are 64-bit, but Apple's running them in 32-bit mode. Developers are making the huge effort to make the transition to Intel 32-bit, then they'll be asked to port yet again to Intel 64-bit (and deal with "even fatter binaries" that contain PPC, x86 and x64 code).
Not hype? Then why didn't Apple simply wait a few more months for Merom, and make the transition to a true 64-bit OSx64? (All 64-bit, Cocoa is 64-bit, Carbon is 64-bit, GUI is 64-bit....)
In my book, "buy it now, you'll need it in 8 years" is hype.... I agree that it will become the norm (and sooner than 5 years, because next year Vista will push 64-bit truly to the desktop), but it is also clear that Apple is saying that it's not important today.