It's really both. At least some of the marketing hype, maybe most of the hype, in the scientific community tends to coalesce around ideas that are obvious alrea

It's really both. At least some of the marketing hype, maybe most of the hype, in the scientific community tends to coalesce around ideas that are obvious already, or that are on everyone's minds, or are appealing for very risk-averse reasons (something that allows one to churn out papers). The funding is risk averse along these same lines, in that it tends to follow slightly dated hype.