They are building a super heavy lift rocket that makes the most sense for sending humans to the Moon and Mars. Other roles can be served reasonably well by Falcon and FH. Outside manned tourism, exploration, and settlement there is little need for a rocket that big.

Also... marketing hype for who? We think the Mars stuff is cool, sure, but we are not SpaceX's customers. Their customers could care less. They care if their payloads fly to the right orbit.