Hype is not new. Pretending it is actually news is an ancient technique. There are courses that teach it and companies that pride themselves on it. But for journalists and assorted news sources and publishers This kind of crap makes up the mountains of spam and clutter that clogs up our pipeline.
It can strart off as a simple innocent seeming press release with “NEWS” in the topic line. Before long the sender sheds their guise and launches into a thinly diguised bald-face sales pitch for sevices and products usually without any sort of news value at all.
For me this is the key factor that causes me to immediately put that particluar sender and the company represented on my junk/spam mail exclusion list.