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I don't think that "marketing" is the right word for a FOSS project that is not affiliated with any for-profit entity and has no business strategy. Rust is truly loved by many who had the chance to work with it and that's why it's honestly promoted more than any other modern language.

I take it you weren't programming when Java was the new hotness?

or Ruby, or Haskell, or elixir... Rust so happens to appeal the front-end crowd as much as the backend people and they are leveraging those windows of opportunity much better than any other language or community. Wasm bindgen is a bliss of fresh air, it even works very well with TypeScript.

People were following the hype and cargo-culting Java, XML, Visual Basic in similar ways.

Yet I really feel that the echo chamber effect is stronger now. People seem to need something to be hyped and polarized about.

Nuanced conversation becomes more difficult as the hyped crowd overwhelms any conversation.

We were discussing VB and Java on early days of Web, places like Compserve, BBSs or plain magazines reader letters.