Three plus years ago, as I was learning more about digital audio, I stumbled on the PS Audio DirectStream DAC, which had just been released. I've been in IT for over three decades and the idea of using an FPGA with the potential for firmware updates caught my eye.
After doing my research I snagged one of the early DirectStream DACs and have been so impressed with it, no plans to look elsewhere.
After that I upgraded my power conditioner to one of their P10 PowerPlants, and found that it further improved the performance of the DAC.
About two years ago I decided to add the PerfectWave memory player, and was really impressed how much detail that unit extracted from "regular" CDs. When they released the DirectStream memory player, I snagged one of those and that is (in my opinion) the best sounding digital I've ever enjoyed, paired with the DirectStream DAC with the I2S interface.
So, if all the interest in PS Audio is "hype", I'd say it's well deserved.