The hype is really only in the KC area. People stand in line, stores implement bottle limits and sell out the day of release. Meanwhile, get west of Lawrence or Topeka and you'll most likely find cases sitting on shelves/in stock rooms. Down here in Wichita Goebel's has a 6 bottle limit and they're doing a 2/$25 deal. No idea how many cases they got total.
It's a decent beer, but the hype only stems from it being on the news a couple years ago and everyone was like "KC, OMG!!!! NEED!!!!" even people who aren't into craft beer. There were tons of pissed off people a couple years back after the news interview/announcement that then couldn't get it, so they ranted and raved on social media. Then they had infected bottles the next year (2012) which made them decide to cancel it for 2013 (Coffee Ale was OK, pretty much an equal replacement for the Chocolate Ale IMO). Now it's back and people NEED IT because they didn't get it previously.