Hype is all about keeping the supply lower than the demand. Just look at the Enzo the hype around the car is enormous and not becasue it's better than the CGT or Zonda but just becasue the supply is extremly low. Thorught out the years and even today Fiat has keep and make sured that Ferrari is the most exclusive brand in the world.
Any new millionaire can in less than 5 minutes makes a phone call and get themselves a Bently GT, 911 Turbo or a Gallardo but not a F430. Getting hold of a brand new Ferrari is probably the hardest thing one can try to get hold of. Either you have to have good contacts in terms of dealers and people working for Ferrari, or allready own a Ferrari or place a deposit on the car before you even know its name and what it is going to look like.