"Any publicity is good publicity" is another fallacy I'd like to take a closer look at.
It's a story about the launch of the app, the reactions to it and its course in the app charts.
It doesn't get any much more about "the app itself" -- except if by that you mean he should only be allowed to review the app and/or write about its feature specs, menus and gradients used in the UI...
>There must be some sort of pro version of the Hype Cycle circulating in the Valley. "Okay marketeers, we need to begin the 'underdog' portion of our marketing campaign. If that doesn't work, then we may need to engineer a scandal to boost traffic".
I don't see any iota of proof (or even a hint) that he wrote the story to build hype about the app.
This accusation borders on tin foil conspiracy theories...
There must be some sort of pro version of the Hype Cycle circulating in the Valley (http://www.gartner.com/technology/research/methodologies/hyp...). "Okay marketeers, we need to begin the 'underdog' portion of our marketing campaign. If that doesn't work, then we may need to engineer a scandal to boost traffic".