Well, corporations and profit is behind any significant progress, in any field.
For sure the hype about CI has been pushed by the corp. and the healt systems such as the american one are prone to be influenced by that. Nevertheless, great profit is also behind HA market and it is not rare to read or listen to hentusiastic promises about a new HA model by the mother companies. It makes less hype simply because HA is a well established technology, very well known and accepted, with 50/60 years of history, that has evolved significantly, but probably is very close to its limit.
CI is a relatively new concept, it has several advantages over HA, but of course some limits and associated risks as well. The hype is due to the possibility to give hearing to totally deaf, or severely hearing impaired people. I really think it is justified. All the other aspects of this hype are pure commercial, but nothing that can hamper people to get informed.
In Italy where we have a free health system (well, we pay taxes for it, but anybody is assisted for free, then), but there is a similar "hype", also if no private companies have a role, everything is public.
CI has reached such technological level because the corporations invested in research and got profit from that. Tha same is true for HA, too! And the same is true for the most of drugs, medical equipment, diagnostic tools, etc. And this is also why some very rare and terrible illnesses still have no cure. Because there is no possibility to get a profit from the investments in research. It's the market economy.
In summary, I strongly believe that the hype is a small price to be paid if we can have such technological progresses. This won't be possible without the job of the private corporations. At the end it is still possible to get information and translate the commercial communication into real perspectives, expectations, hopes.
Obviously this is not a justification for MDs not able (or they do not want to?) to give a complete and correct information.