Marketing Machine Moderation for Snow Leopard

Apple continues down the development path with Snow Leopard by issuing another "seed" to developers this week. The public release of OS X Snow Leopard isn't due until September, but what we do know so far is that it will be a very modest release in terms of end user features. This must create quite the quandary for Apple's Marketing team. Apple OS releases are typically given center stage and attract Apple users at all levels. This release doesn't generate that level of excitement as with other releases. Would Apple want to place the same marketing effort in Snow Leopard as they've done in the past with other OS releases? Does Apple run the risk of too much hype and setting expectations too high? Perhaps the $29 upgrade fee speaks for itself. It will be interesting to see how Snow Leopard is marketed as we approach the Fall.