Everyones entitled to their own opinions, but I found the "hype" quite alot of fun. The contests, the giveaways, the joking and post whoring, the silly photos, the overall good feelings, while introducing what should be yet another good AX product. I guess only time will tell if we can all believe the "hype", but even though I won a bottle already in a contest, Im still looking to preorder a couple to be sure I get my hands on some more. This was an open honest marketing blitz by AX for the introduction of a new product, much better in my opinion, than some sleazy shady tactics that we have seen in the past by other parties.