Compared to the R&D spent to Qt, Harmattan and MeeGo that ads price isn't even a drop in the water.
The first MeeGo device was originally supposed to come out Q4 2010 and the ad got 2010 in it and comment about super bowl coming to NYC in the social app(that was news in May 2010).

Could mean nothing, but there has been quite a bit of rumors that RM-680 would be dev only. Qwertyless device for consumers.