Aha. That is standard operating procedure for the media:
"X is the next big thing" ->Media hype - its' coming. You better learn about it from us.
"how important and wonderful X is" ->Media hype - you better be very familiar with it becuase everyone else is using/doing it.
"X fade into oblivion" ->Media hype - you need to find out the bad things about X becuase they can hurt you.
Then repeat steps one through three with a new "x" variable.
;-)
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