Yes, I think you're right. They're certainly marking the hell out of it. And not just the standard tech adverts (billboards, commercials, web ads, 'reviews' et cetera), but they're exploiting typical fashion industry angles too (have you noticed all the hot celebrities who have been reportedly wearing them?).
No, I can't say that I have noticed the 'hot' celebrities who have been reportedly wearing them.
(An aside: That word 'hot'; I have been meaning to embark upon a forensic examination of that word in this context, sometime soon .)
I suspect that the advertising, hype, and marketing might - just might - swamp - objective critical reaction. However, even allowing for the thing finding its own level, and even allowing for the wild and (to my mind) excessive hyperbole surrounding the launch of this device - I have a horrid suspicion that Apple may have struck gold with this.