"during a gold rush, sell shovels" is a morally despicable thing to do, when you realize the prospectors had sold everything they owned to go out into the wilderness to fail or potentially die. The phrase is not advice about avoiding hype but on how to take advantage of those most susceptible to hype.

Who are selling the AI shovels? If you're on the AI hype train then you aren't selling the shovels, you are buying them...