I`m just saying that Fincher fanboys were expecting that DT will be some sort of public revenge for TSN Oscar bust. And since blogs, twitter,forums,etc are no more places of spontanious and genuine opinion but there`s a lot of studio shilling going on (especially blogs - when your site is running studio ads and you are invited to exclusive screenings, free set tours,etc, objectivity goes out of the window), all that hype was OK with DT suits. There was no TV apperances like Cameron`s that tried to decrease the hype and so on.