Hype is loved as much as it is loathed.
Whether you choose to embrace it or despise it, hype is hard to ignore.
Hype is always loud — often times down right obnoxious — and it’s almost always overwhelming, no matter if you love it or loathe it.
Hype can be a distraction and a motivator, a gift and a curse. Hype is what makes even the most mundane of sporting events feel like the Super Bowl.
Texas and Oklahoma, the Red RIver Showdown — none of it needs additional hype.