There's another reason this product doesn't fit the category you've described: they haven't spent countless millions on marketing. They just put up a website, and it's not their fault if the gaming press then turned it into the next big thing.

To me, their website comes off as sincere, earnest, and a work-in-progress-- it's kind of like a kickstarter, except with a really great team. They're not setting unreasonable expectations, and readers should be careful not to conflate what they say with what the gaming press says about them.