There were certainly a great number of real people who got hyped up about the reports of it this weekend. The reports that went viral were generally sensationalized, naturally, and good at creating hype. So I don't see how this would even be in dispute, unless you do not participate in or even understand how social media sites work. (I do agree that the borders are broad, and that real human hype was boosted by self-perpetuating artificial hype.)