I just discovered that the “preload_replace” tag does not work if spaces are included around the equal sign. Try it yourself:
{preload_replace:toast = 'is burnt'}
{preload_replace:bread='is buttered'}
The toast {toast}.
The bread {bread}.
You’ll find that the toast is not burnt, but the bread gets buttered.
At least in EE version 2.4.0.