It's just a base platform. A common configuration so that everyone who
says they have an Arduino can have a similar experience. You program
it through a USB cord so no programmer is needed.
I bought a couple of the kits where you get all the pieces ready to go
but you assemble them yourself at
http://shop.ebay.com/merchant/nkc_store_W0QQ_nkwZQQ_armrsZ1QQ_fromZ
(they also have completed boards there but not really at a discount
from the normal distributors)
There are many kinds of AVR chips so you have to decide which you
want, build a circuit board and then program it. You can save a lot of
money if you have simple needs (for example maybe you just want an 8
pin part for $1). You will need a programmer. Lady ADA has one that's
USB and quite cheap (or as a kit)
http://www.ladyada.net/make/usbtinyisp/index.html
--
Matthew Nuzum
newz2000 on freenode, skype, linkedin, identi.ca and twitter