i think it is the first journal solely focused on BCI and it will likely become the journal of the (eventual) (official) BCI Society.

the there's no official BCI society yet, but the people who put on the meeting where this announcement was made http://bcimeeting.org/ are actively investigating becoming one.

then again, the same question can be asked, what makes their society the official society?

First come, first serve? I don't really know, but I reacted similarly to you.

Endorsed by a brain.