Im a self proclaimed Harry Potter fan. I read the last installation of the series in one 12 hr long sitting. I spent the time between the final two books reading up every new bit of info available on the Leaky Cauldron (Google it). I had very serious discussions with my sister or any other HP fan around me on what could happen, and what would happen.
But nothing prepared us for this. And i must give credit to Ms. Rowling, or atleast to her PR manager for knowing just how to stay in the news. The hoopla around HP7 had just about died out, when another trump was thrown from the Rowling stables (i know i know, bad mix of analogies). Ms. Rowling announced to the world media that Dumbledore was gay. People around the world gasped in unison at this titbit. And then people like my sister shrugged her shoulders and said it wasnt surprising. After all, what could you expect from someone who wore purple robes, took pleasure in wearing a vulture topped hat and cried at the drop of any wizard hat??
So what Rowling has really done here is not shock people with her news.
She has managed to make a fictional character so real, and so alive that people even care about her news.