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I wish it well but I can't see past this being a marketing ploy.

Any thing that is "sold out" without actual figures - even a educated guess- is always suspect.

As for an iPod killer I remember similar articles as below from 2007. Let's wait and see.

http://www.crunchgear.com/2007/11/17/zune-2-sells-out-across-the-web-wait-what/

http://www.shortnews.com/start.cfm?id=66641