Indie Hype. We all claim to loathe it, we all claim to ignore it, but ah, the truth hurts: the buzz/backlash/backlash-to-the-backlash saga of a fresh new artist like, say, flashy noir siren Lana Del Rey is an irresistible lure. Her new Born to Die, finally out this week after months and months of think pieces and message-board wars, is the latest record in the hot seat, joining a pantheon of wildly overhyped acts in the past decade that range from cautionary tales (Clap Your Hands Say Yeah, The Bravery) to tentative successes (Vampire Weekend, Interpol) to enormous, arena-filling triumphs (love you, Arcade Fire). Will Lana fade into obscurity like Black Kids, or hack out a respectable career like Arctic Monkeys? Who knows, but by the time we find out, we'll have moved on to someone else.