Hype is like a double-edged sword; while it gets the company the sales they want, there's always that chance it gets overhyped and fails to live up to expectations, and better games could get overshadowed in the process.
I'm quite tired of it; they build up the hype so much, it's impossible for anything to live up to these people's expectations, which once word gets out that the game is a letdown, they start to lose money. Plus, there is a risk of people not buying any more games by that company based on the letdown the hyped up game was.
The last time I was hyped over a game was Diddy Kong Racing DS; the total shit-bomb of a remake of my favorite N64 game. It wasn't even half as good as Mickey's Speedway USA, let alone the original N64 version of DKR. I learned my lesson after that, which is why I'm probably one of only a handful of people who enjoyed Super Smash Bros. Brawl.