It looks like I should have waited a day for my previous post on Windows Vista RC1 and then the press release would have been out. It looks like up to 5 million customers world wide will get a copy of the code. It sounds like there will be some DVDs coming in select magazines and through other chanels including MSDN and TechNet.
The press relases says there is also pricing information at http://www.microsoft.com/windowsvista/getready/editions/default.mspx but I didn't find it right away. I assume it will be like most other products from Microsoft or any other software vendor, the price you pay really depends on how many licenses you are willing to purchase.