Abstract
The ‘second quantum revolution’ promises new technologies enabled by quantum physics and has been the subject of substantial hype. We show that while creating expectations has helped secure support for quantum research, their iterative effects can come to affect the field in concrete ways. These iterative impacts for quantum include emerging discussions about ethics and the delivery of promised outcomes. Such contestations could open up alternative quantum futures, but this will depend on how the ‘hype helix’ of iterative expectations unfolds.
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