On a bright side, they are killing hype as we know it.
No, they're not. Valve is not making these announcements. The "gone gold" rumors are all coming from an "unnamed source," and I wouldn't be surprised if everyone was getting their news from just one guy. The last announcement from Valve was the pricing plans for the Steam packages, and that only came about when Gabe emailed an HL2 fansite--no official press release was made. They sure as heck aren't advertising the preloads--the websites are.