The initial Beta build was limited to only 100 sets, and almost half of them are already spoken for as we write this report.
According to the website:
"The cubelets standard kit comes with 20 magnetic blocks that can be snapped together to make an endless variety of robots with no programming and no wires. You can build robots that drive around on a tabletop, respond to light, sound, and temperature, and have surprisingly lifelike behavior. But instead of programming that behavior, you snap the cubelets together and watch the behavior emerge like with a flock of birds or a swarm of bees."