He is a great player but all this pumping up will definitely allow his dad and agent to push for big money early. It's probably too late now. The knock on effect could be punishing. Even lead Yamal to leave the club.
People hyping him or not hyping him up wont change anything.
He's one of the best wingers in the world at 17 years old, and in all likelihood, he will be the best player in the world in 3-5 years time. His playmaking abilities are already the best in the world and once he develops his goal scoring consistency, it's game over.
Barcelona have to and will put him on a massive contract because they don't have a choice.