During the keynote every time the App Store was mention people would say it was 'launching soon,' or that their apps would be 'available at launch.' No one mentioned a specific launch day. Apple might have let the cat out of the bag though. The image to the right was just snapped off of Apple's Australian iPod Touch page. It clearly stated that the App Store, and presumably the 2.0 firmware for both the iPhone and the iPod Touch, will be available on June 27th. That contradicts the 'early July' timeline mentioned in the keynote.
I know I speak for all iPhone/iPod touch users when I say: we wouldn't mind getting this firmware a little early, Apple.