Poorly titled post, is this a Flora announcement or just a link to the product in general? Reading the page, the content fails to clearly address why this is better than their previous gen "wearable" board, the Lilypad. From what I could find, this board has greater specs.
Grumbles aside, glad to see the Arduino ecosystem thriving. No doubt this will surface in some Kickstarter projects in the near future (if it hasn't already).
Look beyond the front page -- it's an entire webapp dedicated to hardware hacking tutorials.