From their website:
Gen Con 2010 is upon us. Hopefully we will see many of you there. Please feel free to come visit us in the exhibitors hall at booth 2210. At the booth we will be selling a limited number of new Hell Dorado starters for $29.99 apiece.
Unfortunately we will not have the book at the show, it is still going to take us a few months to get the book finished and printed. We did work up a quick start rules sheet to include with the starter so that you can get started playing the game right away if you pick one up.
Check out their website for more information