No, it's not over the top at all. As it is, the 13" cMBP is pretty much on its last legs being sandwiched between a less expensive 13" MBA that has much newer Haswell hardware, and the 13" rMBP that has a much better screen.
If Apple does not promote it in a favorable way, they won't be able to push all of the remaining stock away. And it's clear they have a fair amount of those.
It wasn't widely "expected" that the refresh would happen at WWDC. It was more widely "hoped" that the refresh would happen at WWDC.
Again, there was a hardware refresh for the rMBPs just this February. It's barely 4 months ago. If Apple pushes out a Haswell update now, be it silent or not, they'd more likely anger the folks who would shell out more money for a rMBP, and that's much worse than angering a bunch of college kids who can barely save up enough money to afford a base MacBook.
But that doesn't mean people can't run their mouths. Just like how 9to5mac got news that the BTS promotion will start tomorrow.