Judging by the info on the webpage -- it's being done by the RasPi folks, with assistance from Bunnie Huang and Google (boy, having those two in one room should be fun)... interesting that one of the three main team members appears to mostly be a financial contributor.
My read is admittedly cynical (it's a well-learned behavior pattern of mine) that the differing opinions will turn this into a flash-in-the-pan via vision/viewpoint arguments that tear it to bits... but we shall see. Should be fun to watch, in any event...