As third possibility, a close friend of mine once bought a Talking Heads CD with all the packaging and disc label showing that it was what it said it was, the actual content was some country western singer, so the Apple CD press may have simply accidently jumped the gun on their labeling, and this media might really be 10.5 in disguise.
The other two pictures show the software loaded (with SL graphics and words). Though of course this could just be dev release screen shots.