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Sneaker culture has always had some hype though. It's just that now with all the sneaker blogs/sites/forums, youtube "reviewers", and easy access to info online, pretty much everybody from diehard fans/collectors to 12 year olds who don't know *#%% can go after stuff a lot more easily than before, which makes it tougher to get stuff for everybody. Besides, say what you will about Jordan Brand/Nike, but their marketing is absolutely genius at creating hype and building interest.