As far as I know the only gold rush is around marketing surrounding this and related buzzwords, i.e., it's the latest thing that your business absolutely must be doing to keep up with your competitors. That particular usage of course has as little to do with actual deep learning as the misappropriation of big data has to do with anything.
Fortunately this trend has been a bit slower to take off, presumably because whereas big data is a fairly nebulous concept, it's much easier to correct someone when they talk about deep learning quite wrongly.