Here's the direct URL to purchase chips:
http://store.avalon-asics.com/?page_id=9605 It's linked on the launch site, at the bottom of the page.
And yes, that's the right site. remember, you can only order in multiples of 10,000 and the cost is ฿780/10k chips
. That's about 3Thash for $70k, or $23 per gigahash. On the other hand, you could get 10 KnC Jupiters for that much, and you'd have 4Thash. And of course you can then remove the chips from the boards, and then you'd be in the same position as you'd be with the Avalon chips, except you'd only have 40 chips to deal with, rather then 10k