While hype has no defined limits in the short term, it won't get a rocket to the moon. People do oblige hype, however, reality does not yield to it. Charles Ponzi, the perfector of the pyramid scheme, had an even better miracle than Amazon, but was less careful with regulators. When he needed to be boarding a fast ship for South America, he was living it up in Boston. However, unfortunately it has hard consequences.
Numbers are particularly ruthless.
They permit, or they do not. Bankers will ask about the quick ratio. VCs talk about the burn rate. However you calculate it, the day of reckoning is out there somewhere. In fact printing brochures and buying new furniture are often the most substantial actions taken, which strongly suggests that no one knows what to do.