Admittedly, they had an external reason for making all the noise that they did: the U.S. patent law change from "first to invent" to "first to file" obliged them to file a lot of patents in a hurry. And they didn't make a crazy amount of noise; they just gave some talks that matched their patent filings without the patent-ese.

While it may still be vapour, it's not aggressively hyped vapour.

Most of the noise came from spectators like me who were (are) excited to see some genuinely new ideas in ISA design.