Perhaps we interpret "hype" differently.
To me, hype is a way of building up excitement via exaggerated or extravagant claims for something which is not truly exciting or of great value. That's generally what advertising does, or other kinds of commercial promotion of products or events. On most social media there are people whose job it is to hype stuff - concerts, clothes, recordings, whatever - to get people to spend their money. They look like ordinary participants, but they aren't. I don't care if some celebrity has their name on a product or if they're buying a certain product. I want what will work for me.
On this board, most of the people talking about SiS actually like it, it seems to me.
I wouldn't recommend getting makeup based on hype. That often leads people to buy stuff they'll never wear because they don't really like the color or it doesn't suit them. Plenty of folks on Specktra have remarked how they got stuff they never use because they got caught up in the anticipation and enthusiasm on the boards. If you don't normally wear or like matte grey-beige on your lips, this color may not be for you.
I don't buy stuff based on hype. I buy based on my personal taste, my knowledge of what colors or finishes i like and how colors look on me. I don't care if everyone else wants something - as with this collection. All i want is SiS and Bespoken For lip pencil. I leave the bright pinks, the reds, the hot corals, and the oranges to everyone else.