I'd go out and say the marketing is not subtle. The hype and fanboys/girls are so in line with the marketing that any level of skepticism is seen a an act of defection, but if you look at the words, hyperbole and volume that is used, there is nothing subtle about it.

It's almost Trump-esque - "this model will change everything forever; we are doomed; we are saved; we will all be fired; we will all be rich", etc

That's a pretty good encapsulation of the parallels between the political and the technological: One necessarily thrives upon the other and are inextricable. This moment is a culmination of all the disenfranchisement the bodypolitik have suffered, looking for any possible means of escape or elevation. AI and Trumpism, for their own respective cohorts, are salvation, on offer by different frontmen but ultimately in service of the same system.

They need the hype to pay off way more than we do. So many of us who still write code directly stand to lose nothing of our capabilities if the marketing claims cannot hold water.

I seem to be totally outside the hype bubble, but I have to suspect there is a lot of imagineering and wild extrapolations in the elss technical hype bubbles. I am curious but no enough to go looking.