Can't see anything wrong with it myself, in fact it makes perfect sense in terms of generating interest and "clicks" on the OS.
If a signing was announced straight away a few people would read the article, tell their friends or tell Pasoti and most of us wouldn't then bother checking the OS, the news will have broken and we'd be reading other fans views on here or on Twitter.
Build it up and make a huge deal out of it before-hand and people can't give a name to their friends, they can only tell people that something is coming. Suddenly your audience has grown tenfold before you've even made an announcement. As soon as the OS hit go everyone floods the site wanting to be the first to know. At the same time Argyle have kept their customers minds on the club for an extended period. Rather than a quick burst of enthusiasm at the announcement Argyle have held fans' attention for 30 minutes all the while fans have been speculating and therefore spreading the Argyle word.
I don't see it as a problem, I don't see it as the club taking the mick. It's a marketing ploy to keep people interested over the quiet summer season.