Well, Photokina is 'fun' every two years. They found a good point of time for the announcement. The death of Plus-X would have been another good opportunity. At least they don't call it "the APX successor" or make similar use of other companies' achievements.
I guess it won't be as cheap as the last remainings of APX. They will not only max the silver content but also the price if they can show it's better.