Looks as if they are doing the same thing with this boat that they did with the X30 last year. Limited early production of the X10, with the molds being pulled from production early. My guess the build a boat at the dealer doesn't work anymore is because this boat is no longer in production. You could order one in july, just not in November.
Also, FWIW, there is not yet an official name for this one. The new X2 was called teh X20 for a long time, the X45 was an X40 in early testing also. I've even seen pics with an X40 decal on it.