Dang, you're fast.  It just came up on their site.  Only an ounce or two heavier than the P3AT and the exact same size.    
 
Ah, yes, it does resemble a certain pistol I know.  Imitation is the most sincere form of flattery.  Hmm... 8 pound trigger.  I wonder why.  None-the-less, it looks very promising and at a competitive price as well.  Now can it/will it have typical Ruger reliability?  This will sell well.
 
 

Click image to enlarge

 
 
Caliber: .380 Auto
Catalog Number: LCP
Capacity: 6+1
Barrel: 2.75'' Steel
Weight: 9.40 oz.
Overall Length: 5.16''
Overall Height: 3.6''
Overall Width: .820''
Trigger Pull Weight: 8 lbs.
Trigger Pull Length: .5''
Slide Finish: Blued
Slide Material: Through-Hardened Steel
Frame Material: High Performance Glass-Filled Nylon
Includes: Soft Case
One Magazine
External Locking Device
Instruction Manual
MSRP: $330.00
THE NEW RUGER® LCP™:
VISIT WWW.RUGER.COM/LCP/ FOR MORE INFORMATION ON THE

The adv. says, "Legendary Ruger Reliability In A Small Package".
I guess that's a slam at Kel-Tec.
Look at the exploded pic. It's almost a complete rip-off of the 1st Gen. Kel-Tec P3-AT, although it looks like it may have a slide stop.
I'm not surprised that Sccy (Skyy) would rip-off the Kel-Tec P-11, but I woulda thunk Ruger could come up with a new design.

I said if it came in under 10 ounces it would be a hit.  Indeed, pretty much an exact copy.  That's a shame.  You'd think Ruger could design their own pistol.  Anyone want to take bets on a new Ruger lightweight, flat 9 in the future?  If I was a Ruger rep at the Shot Show, I'd be embarrassed to look George Kellgren in the face.  
 

I recall reading  years ago when old man Ruger ran the company that they would not produce a CCW pistol except for the SP-101. Guess all that's changed now that he's gone. I was VERY impressed by the quality of their advertising and obvious commitment to CCW in their presentation.  The Ruger .380 looks kinda like a melted P3-AT. I bet it sells. I do like my +1 mag extension and ArmaLaser though. I bet CT comes out with a laser module for it too. This is going to drive the "Brady Bunch" and the anti-gunners NUTS, worth it just for that.

I wouldn’t take the reliability thing as a slam, it’s not anything that hasn’t been said before.
This IMO is a compliment to KT as far as a copy / clone.
After all many great guns have been copied right?

I like the ruger version better, if it is more reliable straight from the factory I will be picking one up.

Quote from the end of an article in the last shooting times (primarily a review of the SR9):
 
"For example, with 48 states in the union allowing some form of concealed carry, how much interest do you think there might be in a compact, concealable, lightweight Ruger auto pistol for personal defense? A compact polymer-frame "SR380" perhaps?"