By keeping it under wraps, gently stoking the fire and not engaging in rumour control they generated more buzz than their production facilities could handle - immediately selling out around the world within 24 hours. LEGO have now issued a statement aimed at clarifying the distribution situation.
In short, if you aren't a VIP member then you've been sent to the back of a very, very, very long line.
Forum member bob_solo sums up the message quite well:
"There is no on-sale date given, other than that it will likely go in and out of stock at random times. Bad news for non-VIP members who had hoped to order on Sunday, but if I had to guess, I'd say they have such limited stock available/almost available at this point, that they're actually avoiding an even bigger problem. And if it's totally random, maybe the chances of the site crashing go down, and it will actually be "luck of the draw" this time around. Gonna' have to check daily now!"
I can't help but feel that LEGO have been caught with their pants down and with this announcement there are going to be more people queuing up to smack their bottom.