I think you'll find this fuel policy is now the norm with car hire firms. Obviously a good way to eek out a little (or a lot) more money from us.
Holiday Autos webiste is good, as when looking for a car to hire there is sometimes a little fuel pump icon next to the car, this indicates that you get the car full and you take it back full. But hardly any of the cars have this now.
I wouldn't point the finger at just Gold Car, all of them now do it.