Hip hop usually characterized by more glitz than chops. Hype Hop albums/artists are charicterized by large amounts of press just before the albums release. The hope is to generate such a stir, that the work will be bought on speculation alone.
This is a similar tactic engaged in by the movie industry for horrible summer blockbusters. (see "polishing a turd").
"you heard that new Gnarles Barkey?"
"yah man, sorta hype hop...no delivery"