Certainly the signs of a hype machine at full throttle were there.

Then there's the hype machine of the big stations.

The new single is ready to be released, and Schreiber's hype machine kicks into action.

"It was a big step forward for such a stodgy league," he said, "but the hype machine hasn't done much."

Tuesday would be - so the hype machine assured us - iPhone 5 day.

The hype machine is going to go into hyperdrive.

On and on, for weeks, the numbers poured out of an ever-churning hype machine.

Beckett, who died in 1989 and found celebrity obscene, obviously hasn't done much for our hype machines lately.

In other words, the hype machine has inadvertently coughed up a gem.

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