No it's not a paper launch. I have seen them in stock at Newegg. I didn't buy it since I am quite satisfied with my Radeon HD 5850. I don't intend on upgrading my graphics card anyway until next year after Intel releases Haswell; at that point it will be an entire upgrade.
Check out frys.com, I called tonight around 10p.m and confirmed im #2 in the preorder line for the galaxy verison... frys has not recived their shipment yet im guessing monday it will come then they will send out all the preorders aka me and the others who jump on their limited stock.
I noticed they do not have the evga brand up for preorders yet, guessing low supply for the demand of evga cards so frys got the back door there, but the galaxy models are limited one per house hold and were the first cards to appear on the frys site...
when i preordered my galaxy card it was the only 680 listed so i grabbed that, now there is 4 brands but no evga still.