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Why Half-Life 3 speculation is reaching a fever pitch again
(arstechnica.com)
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They should announce it on the 1st of April and then never talk about it again so people are never actually quite clear on if it was real or not, and then a couple of months later just release it.
People are on Steam more or less all of the time so it would take less than 30 seconds for someone to notice and then they would get free advertising. I mean it's Valve, so they get free advertising anyway.