It's not on their webpage yet, but the Arduino is on page 50 of their 2010 catalogue 
Interestingly, it doesn't seem to be a genuine Arduino, since there arent any markings on it.
Ugh, Jaycar. Charging more for something worth less. Looks like they took the image from fritzing.org; and having the Atmel logo there makes one think that the board is from Atmel.
The Arduino isn't priced that badly really. It's $48, $43 with trade card. Considering it's about $38 on little bird, and add shipping if you order online, it's a pretty damn good price.