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Level 1: Marketing Claims Base level hype - Immediate / Now This is your standard marketing speak. They‘re focused on what existing technology can do for you almost immediately. Though exaggerated, they‘re still grounded in reality. Level 2: Exaggerated Claims Overselling the present - Immediate / Tomorrow Here the effects and impact of an existing technology are greatly exaggerated and oversold but still informed by its real capabilities. The focus lies on the returns to come by investing now. Level 3: Utopian Futures The future shift - Soon/Concrete The technology is the key to a utopian future or the avoidance of a dystopic one. Claims are solely focussed on the “potential” of the technology, less its benefits in the present. Level 4: Magical Thinking Leaving reality - soon/concrete The technology has left grounded reality and takes on magical properties. The problems it is expected to solve simply by existing are growing in number and scale while criticism gets ignored as minor hurdles, to be overcome soon. Level 5: Othering Cult construction - soon / inconcrete The technology has become a group identity for its boosters. Claims are exclusively utopian, and critics are painted as defenders of the old, to be left behind.