Well its all in the wording, you can sell something being exciting without it being or saying its THE GREATEST THREAT EVER type stuff. Its lazy hyperbole writing to market something.
You don't need to go oh this isn't as a big a threat as that last thing, of course not that's dumb, you sell it by giving a taste of what should be (hopefully) a interesting adventure/story, did Blink/Midnight need to go oh this is the greatest challenge EVER, no it had an interesting concept so they can give you a taste of that and it well intrigue the audience and get them to watch.
A synopsis of a interesting story is enough to get people interested, the fact they resort to such hyperbole suggest to me that they are a little insecure about what they have to offer (talking in a general ep not specific to this ep) or perhaps they have just slipped into this bad habit. But I do think in the long run it has a negative effect, it certainly as on me at-least as when ever I hear this from DW (and its usually DW that is the big offender for this type of thing) my eyes just roll and it creates a disconnect as I don't but into it and dismiss it as rubbish, which isn't good promotion.
The sad thing is its not just the marketing but in the show itself and that has the same effect where I just zone out and don't buy it cause how can you, its ludicrous, just tell interesting entertaining stories and the show promotes itself it will make us want to come back to see more interesting entertaining stories, we don't need to be convinced that this is the most IMPORTANT AND AWSOMES AND GREATEST EVENT IN THE HISTORY OF THE SHOW to validate what we are watching and make people want to see it, just tell great stories. Its a dumbed down approach IMO.
