Again, the confusion. Amiga, as a computer platform, was not a late comer. However, in the low end 16 bit home computer market, the Atari ST had a head start over the Amiga 500. With the Amiga 500, it was simply state-of-the-art, cutting edge, high-technology from 1985 trickling down as it ought to over a period of two years. The Atari ST was never state-of-the-art or cutting edge; it was dated the day it was released, but it was priced as such and was a good value in 1985. Superior Amiga technology trickled down, but the Atari ST never really improved until it was too late.
The A500 was not a gamble; it came out to meet market demand. Many people, including myself, were not all that impressed with the Atari ST and decided to wait for the cheap Amiga to trickle down and arrive. Others opted for a Commodore 128 instead of an Atari ST, to take advantage of the established software and hardware base.
As for the hype; the Amiga was the wonder computer of the 1980's. It was capable of doing things nothing under $10,000 could. You could call it hype or marketing. I call it genius.