Whitey1982 - the website link has been circulating for the last few days (at least), hence the SP rises in the last day or so, hence the article in the AFR...
The company looks intriguing and I will no doubt take a punt early next year, but at the moment it's all a bit fishy with the amount of promotion. Someone is trying to lead the charge, but I expect (hoping) for a small retrace before entering. Very over-hyped at the moment.