Mozilla "soft" releases new versions of Firefox over a couple days to manual updaters, then a few million auto updaters, and finally all auto updaters. This allows them to watch for any major issues ("chemspills") that were not found during beta. The general public often reveals different bugs than self-selected early adopters using the beta versions.

For now, you can manually update from the About Firefox dialog.

Yeah, I tried that but it would never install (kept trying to connect to the update server). I went to the website to manually download and that's when I noticed it wasn't updated.

The press tends to jump the gun a little, because each blog and news site wants to be "first".

The actual launch is planned for sometime today.

me too, and the new downloads panel is still not in this build, I wonder what the hold up is.

The hold up is that the person working on this has higher priorities. It is progressing. If you want to use it, move to the nightly channel.