If you look at it from a company's perspective, hype is more important than gameplay. An extremely hyped sucky game sells great. A great unknown brand sells mediocre.
Hype drives sales and reviews so much these days that you see some really crazy things going around. The first one I saw was when gamespot gave twilight princess a low score. Fans everywhere bashed gamespot to death without ever having played the game. The second one I see right now is Killzone. Many people state that it will be a game of the year even though the first one wasn't that great. What drives these random acts? Hype!
With that said, it may seem that hype by itself is a bad thing. But the problem that can happen is a game not have enough hype before it comes out. Something like Okami. Then a great game doesn't sell as well as it should because it is unknown.
Hyping a game so that people want it no matter if it is good or not is evil. But for cases like Okami, it is a necessary evil. So I wouldn't bashing an overhyped game. Specially in the case of a franchise that has proven itself and is still using the same team as before.
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