HYPE builds up slow. When you expect it to explode into your consciousness, it disappears for a brief moment only to come back almost instantly.
Then it really starts to build up slowly.
Hype promises a lot and when you start to get impatient it doubles down the promises, and keeps you hooked.
When Hype finally reveals its hand, you realise the awful truth: Hype is the dealer in game where it makes up all the rules, and where it is always the only winner.
Hype is a big jerk.
Nobody attends the funeral of the Hype.