I understand that the folks at CERN feel like it's important for people to be aware of the LHC and get excited about it - at this point, it looks like it's going to be the only game in town in a few years for the frontier of high energy physics. Still, the steady stream of publicity (much of it arguing that they're going to unlock the secrets of the universe, prove string theory, find evidence of extra dimensions, etc.) is getting to be a bit much. Today comes this article discussing the cooldown of the magnets for the collider and the detector. Technologically impressive to be sure, but the whole "colder than deep space" angle is pretty lame - people have been able to reach these temperatures for nearly 100 years, and superconducting magnets are used in thousands of MRI machines the world over. We get it - it's a big machine. If this is the level of publicity hounding that's going on before they even have a single piece of data, the coverage of the actual physics runs is going to be really oppressive.