I prefer to distinguish from this hype and reach people through other channels - good content, word of mouth and interesting collaborative events (like our last Enterprise RAG Challenge). This might lead to slower sales in the short term, but I think the long-term value to the brand is worth it.
EDIT: fixed typo
but I guess it speaks to flood of crap-ware, and flood bad content in social networks
^not meaning about you, of course (those folks must not be even on HN)
Just keep on pushing on it, and it will eventually work out.
Maybe it will work out, at low growth rate... in 180 years, when it does not matter anyways. Extremely low grow rates are functionally indistinguishable from death.
And even successful great products will not be used by anybody, ... if nobody even knows about it.
Think of Facebook or Apple hiding somewhere in corner vs screaming about themselves in Times Square billboards and streets storefronts in rural India.
Marketing, Distribution, Discovery is important for to-be great products too, just as it is important for crap-ware. (unfortunately later makes bad name and bad look for the whole industry).