Chapter 9 stresses the importance of involving real users throughout the entire development process. This type of user feedback is often utilized in the development of new software in which users get to test out before they are released to the general public. The chapter talks about how developers use this type of feedback for expectation management which is the process of making sure users’ views and expectations of a new product are realistic in order for the users to not feel ‘cheated’ when they receive their product. I have personally had many experiences with new software or other products where there was so much hype that I felt very let down with the actual experience with the product and I am sure that everyone has probably had similar experiences. I feel like companies routinely overlook this idea of expectation management and hype new products tremendously. Why do companies constantly hype products so much that they can almost never live up to users expectations? What would the consequences of not hyping a new product be?