So ethanol is the Anti-Drug fuel? I see a difference between hype and hyperbole, too. It may be hype to push the "renewable resource" aspect of soy when it comes to candles, but it isn't much different, in my opinion, than touting the energy and resource savings that recycling offers (in some cases it's true, on the other hand some things actually take more resources and energy to recycle them than it would to just create new). It's a simple way to advertise a newer product/service by offering facts through catchy/memorable phrases and terms. Hyperbole begins when you go the "burns completely clean!" "you can even eat it!" "paraffin kills!" and "recycling will save the Earth!" route. None of these things are based in fact nor do they do the product or the customer a service to pass them along.