Everybody's in such a rush to have Apple rush Lion out now that the GM has been released. People keep trying to justify this by reasoning that without physical media to make, the release can come even earlier. But, so many people are also being incredibly ignorant. The GM needs to be out for a little while (to make sure that there really are no show-stoppers in the software). While it CAN happen, a release this week makes no sense. We are in the midst of a long holiday weekend. Half the developers out there haven't even been working. Essentially, for many, the GM has basically just been released.
Also, just because Apple doesn't have physical media to make doesn't mean that Apple isn't putting Lion onto other stuff. The MBA refresh is probably just around the corner, and maybe Apple wants to launch Lion right alongside the new MBAs (with Lion preloaded) just like all the rumors say. Furthermore, I'm sure Apple wants all of their next shipment of all the other machines to be preloaded with Lion, as well. This is Apple we're talking about. In all likelihood, they are going to make this as much of a concerted effort as possible, in order to have Lion make as big of a splash as possible.