There is a stage in the hype cycle where the thing being hyped is novel and you can claim new, exclusive insight. We are now approaching a later stage where it

There is a stage in the hype cycle where the thing being hyped is novel and you can claim new, exclusive insight. We are now approaching a later stage where it is accepted that most people know and the thing being hyped provides a sense of in-group and allows members to look down on doubters as being dumb. Both of these are evidence of hype, not content.