You can read the leaked emails from the Musk lawsuit.
At the very least, Ilya Sutskever genuinely believed it, even when they were just making a DOTA bot, and not for hype purposes.
I know he's been out of OpenAI for a while, but if his thinking trickled down into the company's culture, which given his role and how long he was there I would say seems likely, I don't think it's all hype.
The disparity in coverage on this new deal is fascinating. It feels like the narrative a particular outlet is going with depends entirely on which side leaked to them first.