Well, I wasn't very eloquent in my original post. To clarify, I was more specifically referring to the news that gets posted on the homepage, not the different forums themselves.
Good point on the fact that the Kindle has been rumored for a long time, and that the 700 wasn't seen by all as an improvement. I also concede that it's probably standing out to me more because, as was mentioned, they are talking about it everywhere and it was an entry on several of the blogs I go through. But...what about the little news icon on the top with the link to preorder the Kindle? I've never seen that with any device before. I still think it's being a little disproportionate.