I believe what they are discussing is the lack of in-store release. It will not be sold IN best buy, only online. They want only the informed to purchase it, and certainly not somebody who might not even have a gmail account - if somebody ends up with a chromebook expecting a laptop, the chromebook gets bad press. With their limited release plan, Google has made it so that people with a chromebook should be ridiculed if they do not have at least some idea of the cloud concept. This is particularly wise because the marketing to early adopters is the only viable option here, and early adopters are quite happy to order it online.