Swine Flu: news-driven hype or a real emergency?

The Wikipedia entry on the 1976 Swine Flu suggests that our recent swine flu is news-driven hype and not a real emergency. And, news today suggests that Swine Flu is not more lethal than any other strain of flu. There are only 16 confirmed deaths worldwide. What do you think: is Swine Flu a real emergency or fake hype designed to sell news, ads and vaccines?