The tag line is promising; on October 7th you'll wonder how you managed data on October 6th. That's what Big Blue is promising with a "new and ground-breaking [storage] solution."
The word is that it will feature virtualisation, deduplication, compression - think Storwize, thin provisioning, automated tiering, and will provide enterprise-type capabilities without enterprise pricing.
There's no mention of files in the IBM blurb we have seen, no mention of data explosions, so El Reg is thinking blocks. That bit about non-enterprise pricing says to me it's not a new DS8000. It could be a boosted XIV, a freshly-prepared new SAN Volume Controller or even a boosted DS5000. We're told about an easy-to-use interface, integrated software functionality, compact packaging and amazing business benefits.
There's something there about data analytic workloads as well. Remember, remember the 7th of October. ®