I don't know how many times I've said on here, but I think a lot of the promos in the independent field are overkill. The artist and those promoting it say too much prior to it's release. If a video, single etc. is about to drop for that project, 9 out of 10 the artist is saying way too much and making it sound like the hardest thing to hit the planet. Naturally, we expect to hear something we've never heard before, only to learn that it's over rated.
I think artist need to shut up and leave people in a bit of suspense. Leave them wondering without saying too much. This way, the music speaks for itself and the consumer draws his / her own conclusion if the album is in fact a classic etc.
I listen to everything, so when I pick up or download (I won't lie) an album I find that the album with the least big talk behind it is the one I enjoyed the most. Is it me? Perhaps, but then again, it was probably due to the fact that the artist / people behind it let me judge it for myself.