You're close. It isn't hype. But the hype is there. The hype is mass marketing and advertising. It has to be there so every piece of media can earn a return on it's multi-million dollar investment.
Its something I was talking about recently and it's the reason I like 80's movies in general.
The costs of production with many types of media have grown exponentially over the years. Movies are a great example. These days, movies are averaging HUGE budgets- it's even happening to video games- such an enormous investment, that every facet of it becomes scrutinized, market tested, generalized, and tweaked for the largest possible sales numbers.
It isn't creative anymore, it's purely business.
You wind up with movies that cost tens of millions to make that aren't really but not necessarily good. Very bland. Very careful. Very unadventurous. Regurgitated, safe material that sells well enough to earn a return.
Not so long ago, when movies were often made for less than ten million dollars did quite well, the creative license and artistic expression was there because the studios didn't have to live in fear of being bankrupted by expensive projects no one wanted to see. The price of media has been pretty constant over the years, over decades.
A nintendo game in 1986 cost me 50 or 60 bucks. It's not much different 24 years later. But the cost to produce them has skyrocketed. Everything is, much more careful, much more precise, soft and happy.
Consequently- I don't buy much media any more.
There will be a revival soon enough. The current model will not self-sustain indefinitely.