There has to be some type of marketing if a product is to remain viable, simple fact in today's world. If there is no marketing, there will be no product. It may be the best paper in the world for printing, but if no one knows about it, how long will it be in production?
Hype is from the use of "hyperbole" in advertising. Exaggerated claims are used to sell cars, like Toyota's Prius which does not get the mpg advertised, or political ideas which are popular hype. tim