Yes yes I know. Most science has been hypey forever. But it's hyperaccelated now with this weird meld of academic science & startup culture + social media and highly skilled amplification by marketing & PR teams. 3/
One thing that really bothers me with the new "virtual cell" terminology is that it is currently largely focused on a very narrow definition of models that can predict effects of trans perturbations (gene dosage, drugs etc) on gene expression. 1/