Hype is often the prospect of a huge success, but it always remains a long shot. As another comment said, you can short the stock each time there's a hype according to you and you'll often make a profit--until you don't, and you'll take a very heavy loss.
There are a serious amount of people users, many from a new audience. It is the first breakthrough "Augmented Reality" application, paving the way for a new type of game that everyone can enjoy.