Looks like it was just sent to APs, and that "starting from $89" has yet to be seen my number plugging. I don't think anyone is surprised. Got it down to $94.77 a night during our normal HHN trip time (for 2020, obviously), so it's definitely not half bad.
EDIT: I'm guessing anyone with the link can probably get in to that site, so it's probably not an "exclusive sale", we were just the first notified.