A word that doesn't feel quite right to me

One of the words that doesn't feel quite right for me is "hype" because the act of hyping things up shares a lot of characteristics with deception.

In fact, if you look into the etymology of "hype" in this sense, arguably all of its possible contexts have negative connotations. So I find it pretty interesting that the word "hype" is now also often used in marketing in a positive sense.

Well, it's probably positive to those who are cashing in on the hype they generate, not so much for everyone else.