It's difficult to do marketing for things that aren't yet in productized form without them being aspirational to some extent or another.
Case in point, the public unveilings for the Kinect and original Mac were combinations of stuff that worked at the time of the demo and stuff they hoped to finish by the time they sold. The former didn't deliver, the latter did.
It's clearly bad to overhype a product, but you have to try and reach for what you think you can do even if you're not done yet. And for new product categories you're even more dependent on marketing than for established ones.
It's difficult to do marketing for things that aren't yet in productized form without them being aspirational to some extent or another.
Case in point, the public unveilings for the Kinect and original Mac were combinations of stuff that worked at the time of the demo and stuff they hoped to finish by the time they sold. The former didn't deliver, the latter did.
It's clearly bad to overhype a product, but you have to try and reach for what you think you can do even if you're not done yet. And for new product categories you're even more dependent on marketing than for established ones.