MichaelMeissner: Maybe on October 22nd, it will be a fully announced product, or maybe not. Even if it is announced, we will see what the initial availability is (hopefully better than Raspberry-pi, but who knows).
Its already been announced. In fact the reason it isn't out for purchase right now is because they are preparing for a release and the ARM chip that it uses isn't very widely avaliable right now. They said that it WILL be out for purchase on the 22nd. I don't see how you can still think its vaporware.
Where is this so-called announcement on arduino.cc? Yes, it was evidently 'announced' at Maker Faire, but until they actually get around to listing in their hardware pages as an official product (http://arduino.cc/en/Main/Hardware), or at least having an entry on the main page that gives the specifications and pictures, it is still vapour-ware IMHO.