It's not a hoax. Marshall isn't selling directly to consumers like he did with the 64Drive, but instead is selling in bulk to installers who have agreed to offer installation services to users, as well as to groupbuyers (that's how I got mine). He has stated that he won't launch the full website until the registered installers actually receive their boards, which will likely take a while, as he has already exhausted his initial run of boards. The site that was linked (Badassconsoles.com) is one of the installer websites. The reason they've done installs is that Marshall chose them as the first installer to receive boards.
If you want one right this minute to install yourself, email Marshall H. at whatever email address is on his site (I can't remember it) and state that you want to do a groupbuy on the UltraHDMI boards. The minimum order quantity is 3. I've arranged one here in the past that went smoothly, and you could probably find at least 2 users to join you if you wanted. The site to purchase boards is up, there just aren't public links yet, but I'm sure he'll give you the link if you email him.
TL;DR It's technically not released yet, the site should go live soon with links to installers/resellers. If you want to install yourself now, start a groupbuy by emailing Marshall.
