Word: hype
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...tough thing about writing about Apple products is that they come with a lot of hype wrapped around them. The other tough thing about writing about Apple products is that sometimes the hype is true. So let's scrape the Vaseline off the lens and figure out what exactly we're looking at. (See the unveiling of Apple's iPad...
...years before Choi parked his first food truck, in November 2008. Or that short-rib tacos weren't even his idea. (A former co-worker's sister-in-law, Alice Shin, had read about a homemade version on a food blog and, as Kogi's publicist, helped hype them through masterful Twitter and website work, which turned the truck's mysterious whereabouts into a hipster happening.) Choi's amazing food has become one of the movement's signature successes. Kogi made $2 million in revenue in its first year, on checks averaging $13 per person. It has given rise...
...hype ultimately contribute to the Yugo's downfall? The Yugo was in part a victim of its own success - what goes up must come down. When everyone lined up to buy the car, Consumer Reports reviewed it, and when they panned it, the same press that had created the hype jumped on the bandwagon to say, Look...
...three bills on dinner, you need to minimize risk. For that, the user reviews on Citysearch or Yelp are beyond useless - they're faceless and contradictory - and the same goes for blogs. (Blogs at least sometimes take pictures.) So there, in that whirlwind of trends and fad ingredients and hype and backlash, are a few immense ancient trees, with sturdy roots and massive trunks...
Such a high-profile collaboration was bound to receive a lot of hype, but the duo kept Broken Bells quiet for as long as possible. A cryptic website and stealth-marketing campaign used anagrams and binary code to increase the mystery. And they're touring with the same sort of restraint. Burton and Mercer promise a follow-up album and a full U.S. tour, but only a handful of shows have been scheduled. "There are always so many expectations," says Burton. "We're just trying to make music that we really like...