The Java Store is a JavaFX-powered storefront that provides an easy and secure means of discovering and acquiring compelling Java and JavaFX applications. Social networking, games, productivity tools and business applications are examples of what you can download from the Java Store. This easy-to-use storefront is free, and is available for U.S. residents, as part of the Java Store Beta Program.
The real nice thing about this is, it'll make distribution a breeze (which usually seems to have been a problem with java…although webstart has been the next best thing).