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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.

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