Actually, they had to pay Lucasfilm just to use the word!

See for yourself (and signup if you want)

http://www.verizonwireless.com/droid

[EDIT]

This is part of the email you get after you sign up:

"But you don't need a smartphone, you need a supergenius in your pocket. A phone that listens better than the person on the other end of the call. Apps of every shape and size. Emails that let you know what they are before you read them. The greatest web experience on a phone. All working together to get things done."

Wow. That's a lot of hype.

Ok, but if there is no hype, quality is not defined?

You imply that Apple products have 0 quality, which is untrue.

People like to be told what to think. "Hype" exploits this for profit.