I've just ducked into the Force.com: Build and Deploy a Free Cloud App session here at Cloudforce 2010 – in a room with more than 400 developers eager to create and deploy their own applications to a production environment.  It's awesome.

Right now, everyone is creating their Force.com Free Edition environments, and using them to provision a sandbox.  They'll then develop their app in the sandbox, and finally deploy to the live environment – and here's the cinch – they can then deploy the app to up to 100 users, in production. 

I'll leave them to it now – and head over to the Developer Lab!  Lots happening here at Cloudforce 2010.