It was hyped up before it was even revealed because the studio itself had lots of hype coming off the lawsuit and exodus from Infinity Ward.
It was getting real hype however, from actual people playing the game at various shows. People who played it said stuff like "it's the real deal" etc. I don't know what type of hype there is for this game at all though. As long as I've been gaming I don't think I've seen such strange opinions about a game before launch. The usual groups are there, fanatics, platform warriors, shooter fans, and the interested. Then there is the rise of the "Fake hype" accusers. Ie, "I don't see why this game is any good." There has been so much of that all over the web lately, I'm thinking now that the dominate type of "hype" for this game.