I guess that I have been following it more closely than many, but there was an article in, I believe, Crain's back in like February or something (when it was supposed to open in March), there has been a Metromix listing for months, a website up for quite some time, and then, this thread, then the long delay, then hiring a PR firm to send out marketing releases and invites to a media thing, and some chatter amongst people who spend too much time surfing the web looking for information about hamburgers (which I guess includes some people I assosciate with).
Besides, you're here reading this, when's the last time you've commented on the opening of a new Wendy's??
They are also setting the bar pretty high when they say they want to replicate In 'n' Out, which is in my humble opinion, a pretty damn fine fast food burger.
I would qualify that as at least some "hype". Fair 'nuff?
We need more secret sauce! Put this jar of mayonnaise in the sun!