Why did they hype up this movie as being the scariest ever?

I'm American and I wasn't horrified by this movie either, though I do think it's well-crafted.

I actually didn't see much Christian discussion of this movie. No fundamentalists or anything freaking out over it the way they did with The Exorcist back in the 70s. I think the general "it's scary" opinion comes from the movie's suspenseful, despairing atmosphere, as well as certain violent scenes like the kid getting decapitated or the mother's scream when she finds the body. It's a bit like The Shining where the scariest things aren't the supernatural elements but this family falling apart in the most awful, violent way. That seems to be what most people I've come across are reacting to with the horror material in the film.

I've rarely felt such a contrast between a film's overall reception -- both critical and general audience -- and my own reaction. I remember British critic Mark Kermode being deeply underwhelmed by it, a lonely critical voice, and when I finally got around to seeing it thought his review was very generous to the film indeed. But then it probably doesn't help when you can sit and virtually frame by frame identify every better film Ari Aster has stolen stuff from / referenced.

But... I'm also well aware that horror is very close to comedy in several regards, including how thoroughly subjective it is. What scares one person makes another snort with derision. There's a number of films that creep me the hell out that only invite shrugs and a few giggles from friends.

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I find this movie more disturbing than scary. One of the best horror movies of the past 20 years in my opinion.

Any time a movie is hyped as the scariest ever, you can probably just disregard that part of the marketing.

I personally found it unsettling and disturbing; it does a good job of getting under the viewer's skin.

People are still maintaining this position too, somehow.

So you would watch it.

This is why I was let down on initial viewing...for the ad campaign to say "scariest horror movie since the exorcist" it better fucking deliver on a movie that sticks with you for the rest of your life