The way I look at the iPhone is: its either gonna be hacked to pieces or never hacked at all. I don't think there will be a middle ground. I have a feeling there could be a giant opening in which hackers could do what they wanted with it.
You know, I think a lot of companies like this are putting out there ads and building their websites early to capitalize on site traffic generated by the buzz before launch. That, in turn, will help their sites come up higher in organic google searches after the iPhone is launched.
The smarmy part is just that they're advertising things they don't have.