Is someone trying to trick you into thinking gold is a store of value?

Someone mined that gold and the miner of it or its designer ate food.

Gold is replaceable, most things are replaceable. You can't say something an store value when it's value has dropped in real terms since 2012 - we're around 2012 prices minus inflation. Gold can be replaced with copper and silver fairly easily when it needs to be. Platinum also makes for a good alternative to gold (along with many other metals).

Don't be tricked into buying something that's over inflated and artificially physically scarce. Find something like a business to actually invest in instead if you want to protect your wealth - most assets are risky buys though so remember to diversify where reasonable.