Is it just me, or is NSMB2 being overhyped by Nintendo?

They had:
 * 3 Swapnote Statonaries
 * The Gold Coin Club Nintendo Deal
 * The Nintendo eShop being golden right now
 * Entire eShop spotlights just for small videos on NSMB2
 * A 3DS notification just to say "BUY THIS AT MIDNIGHT ON THE ESHOP!"