Oh wow, so if I want Lion I'm going to have to buy Snow Leopard and then buy Lion? That's ridiculous.
Same feeling here... I still hope for some other option.
I'd be really surprised when the company that does things that "just work" tells me that in order to get their new shiny OS I have to go to a shop, get a DVD, install that DVD, go to an application on that newly installed OS, download a new OS and then install that??? "I there an app for that?" (TM)
Not even Microsoft ever made it so complicated.
Besides, I dont see why I should pay twice.
But then, maybe it's a strategy towards a subscription model for the post-Lion OS, something like this: for $19.99 every year you get the right to use your computer with the latest OS. If you stop paying your license, your Mac stops working and all your data is locked into the iCloud... not a bad idea...