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Strife said:
Hype, or more specifically, hype that a game cannot live up to due to repetitive gameplay, shoddy plot, and dull character development.

John Romero is going to kick your ass.


Edit:  For those who may not remember, Daikatana was a game hyped to infinity and beyond with phrases like "John Romero is going to kick your ass," "Suck it down," and "John Romero's about to make you his b*tch."  It flopped... hard.