$139.00 is the price tag for the USA
To me it looks like a cool Variable Voltage / Wattage Mod and uses a usb port and software. The display looks a lot like the new Niki Sports watches. The best thing coming from this is the software patch ability. Companies can now issue software updates rather then building new mods. So a hotfix for voltage problems, etc - will be as simple as a download. No more buying verison 1, 2, etc.. unless its a hardware issue / upgrade.
UPDATE (4:00pm) Spoke with Joe over @ Ivape.net. He said he might have it in 2-3 weeks. Joy wants them to price it near 104.00 - So I figure 80-90 bucks with a coupon.