Academic Paper from the year 2020 in the subject Sociology - Miscellaneous, grade: 1,3, University of Vienna, language: English, abstract: The concept of 'hype' is widely used in the business and public sphere and serves as a way to characterize increasing expectations of developments in technological fields. This paper seeks to analyze a 'hype in the making' by closing in on a case at the intersection of data science and energy. Following the previous body of literature qualitative as well as quantitative indicators are taken into account in order to assess the promises, hope and hype of the optimization of datacenters through machine learning. The analysis concludes that this techonogy is nearing its peak of expectation but shows favorable signs for activities after disappointment.