Why did the painter paint the wall for free? Because it was on the house.
Kinda like complaint vs gripe?
Not really a good comparison, since those words are synonyms according to Merriam-Webster.
I know my little rant is unlikely to have any effect, but I had reached my limit of seeing repeated misuse of the word "hype" in game articles and felt I had to express it.
Now, get off my lawn!