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There is a discouraging trend of late, however, that promotes hype in science.
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A Chinese contributor to the site quoted a message from an Internet administrator to managers of online bulletin boards warning that "any content related with Grass-Mud Horse should not be promoted and hyped" because "the issue has been elevated to a political level".
The episode was heavily promoted and hyped, with some sources calling it "much anticipated" and "long-awaited".
This is in part because microfinance programs were often promoted with considerable hype as a magic bullet against poverty, and now can't live up to their billing.
But here are the most popular theories making the rounds: The skull has not been sold, but the dealer and artist are trying to save face, after all the hype they promoted this summer.
They are paid to counterfeit fake reviews either to fabricate hype to promote a business or to tear down competitive products or businesses.
In a detailed story (Feb. 10, 1997), FORBES reviewed Friedland's questionable dealings and his penchant for using hype to promote stocks.
Last.fm are starting to promote bands from the Hype chart live, most recently at their sell-out fundraising event at the Spitz venue in London.
Usually a guest goes on a talk show to hype and promote their latest project, but David Letterman took care of all of that for Amy Poehler when she came onto "Late Show" (Tue., 11 35 p.m. ET on CBS).
These fraudulent objects, and the audacity with which he promoted them, created so much hype the very brands he was pirating began to beat a path to his door with real commissions.
Likewise, the controversy stirred by the description of Darwinius introduced the public to aspects of evolutionary history they probably had not encountered previously, and though this does not justify the hype devoted to promoting Darwinius it may still be counted as a benefit.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com