Hype gets created automatically when someone credibly takes on a problem that most think cannot be done. The only way to sidestep is to do what Andrew Wiles did

Hype gets created automatically when someone credibly takes on a problem that most think cannot be done. The only way to sidestep is to do what Andrew Wiles did with the Fermat last theorem - but that might not be a valid strategy for a problem that requires more than a small team.