A lot of people outside of tech haven't heard of it yet. It is absolutely going to get overhyped but I would say it is currently underhyped and if you think this is hype then you're going to have a fun 2023.
Even Ryan Reynolds is using it to write advertising copy, https://youtu.be/_eHjifELI-k, I would say it's pretty well known. Not to mention all the get rich quick with ChatGPT nonsense that's popping up, that's squarely aimed at non-tech people.
Dude it was on the local news here last week. I donno where you are at but everyone I know has heard of it, even the people who don't own any computer beyond a smartphone in 2023.
Well what happens when they hear of it? It's not like crypto, people outside tech can't get rich off it.