sneaky suspicion it won't be a false alarm. Easy money is on new iMacs and an iLife refresh popping up in an hour or two.
Update, as of 2:57PM: It was up for a few minutes, but now it's down again. Seems these "Mac" things are rather popular with the kids these days. Peep the hilarity above.
Update 2, 3:25PM: Up then down then up and so on. We'll let you know when it's up for real.
Update 3, 4:05PM: Still a few kinks, but it seems to be up at last.