"Hype" would be defined as media coverage. I have actually seen forum posts stating, "I don't like Danica because of all the HYPE." If you think about it, that is a totally illogical statement. Media coverage is not something she has a lot of control over. I suppose there are legitimate reasons for not liking her, but hype is not one of them.
Here's what Tony had to say about that a couple of years ago.
As I said, she has little control over that, but it does require a bit of management to keep from being overwhelmed. That is where Haley comes in. Haley is Danica's friend, confidant, advisor and most importantly, her media rep. If you keep a sharp eye out you will sometims catch a glimpse of her on camera at the track.
Have a look