While I'll concede that they didn't directly "create" the hype, per se, they did create the circumstances that led to it (not to mention that I'm sure that creating some hype was the intention).
It's like saying that giving a drug addict/alcoholic money isn't supporting their habit...after all, you're giving them money, you're not directly giving them drugs or alcohol. (because we all know magicians are card/trick addicts on the forums
)
(note: in the above example, it's "enabling" their behavior, which I think would be a better term for what T11 did here...they "enabled" the members to create the hype for them, which was the obvious goal)
I'd also like to note that I'm not saying that's necessarily a bad thing...I'm actually quite impressed with their business tactics (the current example, as well as many others--using limited release windows at random intervals to keep people interested in returning often to the site is genius, for example).