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Intense enthusiasm of some pushy people (4)

Ross

I believe the answer is:

hype

I'm a little stuck... Click here to teach me more about this clue!

'intense enthusiasm' is the definition.
Although both the answer and definition are singular nouns, I don't understand how one could define the other.

'some pushy people' is the wordplay.
'some' indicates a hidden word (some parts of the word are used).
'HYPE' can be found hidden inside 'pushy people'.

'of' acts as a link.

Can you help me to learn more?

(Other definitions for hype that I've seen before include "Huge publicity" , "injection" , "Plug" , "used by pusher?" , "racket" .)

I've seen this clue in The Times.
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