True, finally the product matters. Buzz or no buzz, if you have to sustain the frenzy and fan following, you have to first create something worth consuming and understand the pulse of the consumer. I think sometimes the latter is more important than creating a masterpiece. An exceptional product may or may not give you a huge fan base, but you will find your niche audience, people who know to appreciate the nuances in your creation. However, making something that resonates with the general public will help create a more massive furor. Some people are exceptionally talented and exceptionally marketable.