Its just about the right time for these rumors to start popping up if they're looking at a holiday 2010 launch.
Here's the rough schedule: We ignore the rumors for the next 6 months... Until they heat up a bit, leading into a late 2009 announcement... At E3 2010 they make the case for launch with a bunch of games, half of which will be delayed, and give people the first hands on time... And then it launches in the last week of November, 2010.
"[Our former customers] are unable to find software which they WANT to play."
"The way to solve this problem lies in how to communicate what kind of games [they CAN play]."
Satoru Iwata, Nintendo President. Only slightly paraphrased.