The word "hype", in this business at least, in most cases refers to the buzz surrounding an upcoming video game. For fighting game fans, though, it has a very different and not-so-specific meaning.
Which this classy little clip, put together at the weekend's EVO 2011 tournament in Las Vegas, does a very good job of explaining (and showing!).
It's by Alexander Yoon (man on the mic) and Richard Li (camera).