I saw that last night, a friend of mine who is really in to bikes showed me that site, if you do a search for the fluid they use, it's basicly used in that one product...
personaly, I don't like the idea of a hub filled with fluid, I really like solid gears, or even better, chains, I've ridden bikes with 3 speed, and 7 speed internal gear hubs (sealed with light weight oil bath) and altho they are not CVT the 7 speed hubs have a wide range of gears, can be shifted while stoped (unlike a derailer), and best of all, they are much lighter then the 9 pounds that CVT is.
They don't give a price either.
As far as price is concerned, I know they can be purchased for $399 from at least one place right now. MSRP is $499. Even that beats the pants off of the other CVTs I've seen.
A local shop had one installed on a customer bike that I was able to inspect, so they are actually available now too.
ACT claims no efficiency hit and local people selling it seem to agree.
I think some of the people on other bike forums have it nailed in terms of application however. Enthusiasts for sporting purposes are not going to buy it. People who commute and want a trouble free liesurely ride will be the target market for the most part.