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I don't see the problem with hyping games. There's always an element of mystery when hyping unreleased games. Are you suggesting that people only hype games that are already released? That seems like a strange mentality, to say the least. When unknown games are hyped, sometimes the games are great and sometimes they end up being mediocre. Sure, you could fixate on the mediocre games and say hyping is wrong, but for every mediocre game, there's a great game that makes it worth it. Of course it's risky and mysterious to hype unknown games, but that's what makes hyping so exciting; you have no idea how the game will turn out, but you're anxious for the release nonetheless.