Almost a week later, and the GM still doesn't show up in App Store and says that macOS is up to date (I'm on beta 9). What the hell? Anybody else?
Go to Developer portal and download helper what will enable you to download it.
Jumping from beta to GM has not been possible with update last few years if I remember correctly, you need to download full thing and install it over old one.
And don’t worry about installer still saying that its beta, they will update it when it comes out. Image inside it is still GM even if it says otherwise.
I think reason why they want us to completely to reinstall macOS is remove all extra debug features off from OS what will make it work bit faster.