It's been available as a "development version" for almost two years.[1] The price was $1000, and anyone could buy it on Amazon. This is a 40% price cut, which is nice, but not a mainstream price.
Is there a killer app for this yet? The roller coaster simulators are fun for about ten minutes. Second Life now works with the Oculus Rift [3] but few people care.
[1] https://www.youtube.com/watch?v=kGIIQf3krMM [2] http://www.amazon.com/Oculus-Rift-Developers-Kit-Dk2/dp/B00F... [3] http://secondlife.com/destinations/oculus