I have bumped into all of the OpenShift.io managers and executives today at Red Hat Summit. They have all been discussing this very HN thread (they have all read it), and taking it to heart that they want to clean up the marketing items immediately.

As for your question - initially it will be released as a service. But it's Red Hat, and their customers are primarily on-premises with OpenShift sales, so the demand for on-premises deployment on your own hardware will be through the roof. So we'll see if RHT targets that demand.