hype is definitely part of it.
Watch the videos by dave pensado. He's always talking up a couple plugins no matter what he is covering. I generally like listening to what he has to say... but it always struck me as forced. Probably for the sake of advertising, and not actually because he stuffs all those plugins in all his mixes. no doubt he uses some, but not to the level that he acts like
for confirmation... watch the pensados place episode with andrew scheps. Scheps starts talking about how he has transitioned to 100% in the box and pensado was blown away. He responded like "surely you dont mean you dont use any outboard gear for mixing. or what about just for mixdown etc".
sheps just kept saying "nope... Im 100% in the box now." and pensado was pretty shocked
know what that tells me? all that surprise in his response sure makes me think that pensado doesnt truly have as much faith in plugins as he makes it seem like he does while regularly hyping them.
for the record.... im totally on board with in the box. capture good stuff at the start and mix it totally in the box and you can get great results. lots of people are nowadays
eventually the plugins truly will be as good as the original gear that they are trying to emulate. they wont simply be 'like' that gear. they will truly respond just as well. when we get there... then it will be all about the plugin to a degree