90% of the stuff that gets hyped here is usually hyped for good reason, it's good. Hype is nothing more than a large number of people enjoying something and being vocal about it. BN is a collection of very intelligent fragrance fans, if they're all (or mostly) agreeing on something new being wonderful, chances are it is wonderful, or at least worth checking out.
The reason it seems cyclical (the same with hype about bands, movies, etc) is because it's new and exciting at the time.. it doesn't mean after a few months and the hoopla dies down that the scent is any less wonderful, just means that its moment has passed.
Hype is gonna exist on any forum, be it cigars, cars, movies, etc. When something quality comes out, the fans of the genre will recognize it and say as much. It shouldn't bother anyone, can't see why it would.