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Well, we can spin this however we like to try and make it seem as if the devs are intentionally keeping hype at a very low level to avoid the hype/death trend mmos have been following at launch lately. You know...where companies like funcom overpromise and overhype their game to a level that they cant possibly deliver and naturally fail after initial box sales. This is not the case here. Youre going to hear people spin it, but trust me, dont fall for it. This game is currently recieving exactly as much hype as it warrants.
Just my own opinion based on nothing but speculation, of course. Wouldn't wanna break any nda's or anything if i were in the beta.