Leica camera published another teaser on their Facebook page with the text:
"Only one week left: Get a hands-on experience at our Leica Authorized Dealers on June 11 when all will be revealed about the newest Leica family member, including its larger than usual sensor for its relatively small body."
The larger sensor is a new twist, since previous reports indicated an APS-C based camera. Keep in mind that this doesn't necessarily mean a full frame sensor - they may use a 18 x 27mm sensor with 1.33x crop factor similar to the Leica M8.
The front of the lens also seems to be different from the previously leaked picture:
What we are most likely witnessing here is a brilliantly executed marketing campaign from Leica Camera.