It's because of the current 3D-world-mag that lists Octane as an innovation in it's 'Filter'-section (Page 28 in 3D World August 2010) that I yesterday heard about it, tried the demo and bought it yesterday night.
Hope that it can compete with my maxwell (and maybe replace it totally) in the future, but currently I bought it for it's amazing render-speed and the price and hope that this is a good investment for the near future when Octane is more evolved and provides a plugin for my Cinema 4D and more materials, especiall for organic rendering like human skin.