Panettone Time, Already?

We were in Eataly this weekend, and I saw the display.  I read the sign.  Can it be true, is one of my favorite holiday treats already back in stock?  It seems so early, I was just about to embark on my Diet of All Things Pumpkin for the month of October.  Panettone might have to wait a month, but I do love the way the Italians think (see sign below).

A recap of Eataly Panettone from last year:  December 2010 Post
And my sampling of other brands:  More Panettone