When is too much... Too much?

I was just introduced to something on Twitter that I think I would rather forget.
Perhaps I can bleach my mind and somehow forget this horrible thing.

I'm all for hype. Hype is good. Hype means I have some incentive to buy a product. Hype is just another part of the whacky world in which we live.

The hype that I can't stand is (god forbid) Twilight.

Isn't this going too far?

Twilight too much?