What EA should do is start a closed beta and slowly widen it over a period of time. Then once the servers are stable they should open it up, giving people a trial and then at full launch asking them to pay for the full game.
There is hype. They release brand new trailers every few months and I've seen ads on websites and in some magazines. I just don't think it is the kind of game that gets you personally excited probably, if there is a game you are really interested in then you usually can't wait for the newest footage. Also, I don't think Rockstar want to show much of the game, so that when it comes out everyone is shocked by how good it is and if it has 'Game of the Year' qualities. (If it ends up being good.)
Personally it is a game I am looking forward to and will most likely buy when it comes out... WHICH IS VERY SOON!!! :D
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