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Hurley is trying to create that kind of excitement again.
When we were doing well in the 2007 World Cup their support was incredible and we want to encourage those levels of excitement again.
In the meantime, the hype cycle seems to have gone full circle: first excitement at the US launch, then disappointment with the lack of third-party support, a backlash from some quarters, and finally tentative excitement again.
But we need some genius here, some brilliant advertising and marketing that creates excitement again at the introductions.
The new cash comes at a time when the mobile Web is generating excitement again in Silicon Valley.
We felt we had chosen something that would stick, and we felt the excitement again from the early days.
Similar(49)
Here that spatial excitement was again, 13 years later.
Even on the final day of the season on Sunday, with everything to play for, the excitement was again overshadowed by disorder.
So the news that Kanye West would now be transmitting his thoughts, movements and links to pictures of bikini babes in 140 characters or less saw 1Xtra's Max beside herself with excitement (listen again here).
Maybe it's still got enough up its sleeve to present some legit excitement – then again, maybe it's holding back the big phone announcements for Mobile World Congress.
Glitches and mechanical problems have also been mentioned as influencing poor sales and low excitement, but, again, Macquerie defends EA, saying that, while this could affect the long-term outlook for the game, these kinds of problems are expected at initial release, and may not have as big of an affect as some might believe.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com