Just in from BlackBerry PR ... But don't go there until 10pm Eastern Time tonight:
RIM has officially named the storefront ? BlackBerry App World.
The site for developers will be updated tonight and should be live again by 10pm (Eastern Time).
At the same time, they will launch a sign up page for users who want to be alerted when BlackBerry App World goes live. They should go register at www.blackberry.com/appworld.
To repeat if you go there now there's not much to see. But it all should be revealed (or back online, anyway) at 10 pm Eastern this evening.