Earlier quoted context omitted.
I'd go out and say the marketing is not subtle. The hype and fanboys/girls are so in line with the marketing that any level of skepticism is seen a an act of defection, but if you look at the words, hyperbole and volume that is used, there is nothing subtle about it. It's almost Trump-esque - "this model will change everything forever; we are doomed; we are saved; we will all be fired; we will all be rich", etc
I seem to be totally outside the hype bubble, but I have to suspect there is a lot of imagineering and wild extrapolations in the elss technical hype bubbles. I am curious but no enough to go looking.
I'm surprised you say that because it is all over Hacker News. Every single post is co-opted into promoting AI. Try finding a submission with fifty points or more than doesn't have AI or LLM's mentioned somewhere in the comments.