Chris doesn't know how to hype, but Malinin is the headliner of the men's program, two times World Champion, so yes, it is perfectly normal that he is mentioned more often than the others, building up to his skating in a Grand Prix stage he is participating. After he leads after the SP it is expected that he will be mentioned during the free skate of the competition as the leader. It is only 12 men. He is the star skater and an anticipated medalist (if not a winner outright). If Adam came in second or first, the emphasis would have been on the rivalry and home country versus the world champion. Egadze is neither a well-known skater, nor truly a rival to Malinin. We probably learned more about Egadze from his press-conference than in all the years he's competed so far. And he was in second after the short.
ISU assumes that some viewers in the big competition had never seen figure skating before in their lives or hadn't tuned in since last Olympics when it was a completely different set of skaters, and the whole hand-holding gets even worse during the Worlds.
During the Olympics, you can expect the commentators (hopefully not Chris) to go through quad axel and his titles every few minutes for any viewers just tuning in so they know this competition is a big deal, this year is a big deal, this Olympics is a big deal in men, and what to watch for. While we have seen Malinin landing 4A for two years a few times a season, the Olympics-only audience has no clue what's happening. They would have to be told multiple times that 4A might be coming if Malinin is in a good form. Or anything else that is going to be there. This is how it works, because it is a big deal. The last quad. The only one on the planet. A C-step performed at exactly two lengths of the blade right there on step 17 is impossible to see and nobody knows when it's coming. But everyone is going to watch Malinin's first or second jumping pass. And everyone is going to notice that his music doesn't come from the horse's cemetery.
During Malinin's second stage in Skate Canada the commentator (Ted Bartons, I assume) will be talking about Malinin as a winner of his first stage; that if he win this stage, he will be the first GPF qualifier; mention his score in the first stage, mention his clean 5-quad skate, and will also highlight who his main competitor is, etc. With Kagiyama not competing until later in the GP stages, the focus will be on Malinin, the winner of the next stage (Shaidorov or Sato or Unexpected Winner), etc... I mean, it's not hard to predict what the focus will be.
If I were a commentator and commentated on a competition with Malinin with it, I'd also be mentioning Malinin and his amazing stats a lot. Maybe it irritates someone, but most of us are excited to see a good competition and one heck of a competitor.