When you sell unlimited hope...
then all news is bad news. That's because news is fact, what happened, not hope, and the truth can't possibly be as good as the hope was.
The problem with marketing promises that spin out of control, that pile expectations on top of dreams, is that when reality appears, when the quarterly numbers or the new policies or the final product arrives, it will inevitably disappoint.
This is the challenge of the Kickstarter artist, the growth stock CEO and the well-published author. Dreams are irresistible, but they will never match reality when it finally appears.