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