Using tools from physics to create something that is popular but unrelated to physics is enough for the nobel prize in physics?

So, if say a physicist creates a new recipe for the world's greatest potato casserole, and it becomes popular everywhere, and they used some physics for creating the recipe to calculate the best heat distribution or whatever, then that's enough?

I wonder if this signals being at peak hype soon. I mean, how much more outlandish can they get without destroying the hype bubble's foundation, i.e. the suspension of disbelief that all this would somehow become possible in the near future. We're on the level of "arrival of an alien intelligence" now, how much further can they escalate that rhetoric without popping the bubble?

So, today MS publishes this blog post about something with AI. It starts with "We’re living through a technological paradigm shift."... and right there I didn't bother reading the rest of it because I don't want to expose my brain to it further.

But what I found funny is that also today, there's this news: https://www.theverge.com/2024/10/1/24259369/microsoft-hololens-2-discontinuation-support

So Hololens is discontinued... you know... AR... the last supposedly big paradigm shift that was supposedly going to change everything.