Well I think we all just need to watch this space.
Bitmain are going to deny it until the moment they stick it on their website
Yeah right, because Bitmain would deliberately want to discredit their "partners" wouldn't they?
Well if the Antminer S9 is coming soon, then yeh, I think they did discredit their partners although perhaps by accident. Reason below.
I have worked in companies where if you are low in the food chain, you dont get told anything until the last minute so perhaps the support people do not even know themselves that the S9 is about to be released and so that is why they answer the way they do.
Only other thing i can think of is that someone from Bitmain did not tell Mining Sweden not to advertise the S9 in any shape or form until the day that Bitmain had announced it themselves.
So Mining Sweden were told, yep the S9 is on its way and so Mining Sweden put it up on their website just like they did for S7 preorders last September.