Almost as a confirmation of the WSJ piece, Telus in Canada is offering iPhone 4 at $99 until October 3rd, the day before the supposed announcement.
Could be, though I noticed on the site that they are giving away certain Android phones with a new contract as part of a promotion that also ends on October 3rd. Maybe they just want to lock in as many consumers as they can before people have to decide whether to stay put or take off once the new iPhone is announced.