Aerogel insulation viable?
It's not hype, but it's not a commercial viability for home insulation at this time.

I was just looking at the prices for aerogel and it's really expensive. It seems that the current use in house insulation is as a wrap. And from the prices I saw, it was $26 per square foot for 2mm thick material. Premium fiberglass is about $0.50 per square foot (2"x6" walls) and premium house wrap is about $0.14 per square foot.

Some interesting related reads:
Insulated living room
Some retail products
Price drop?