Yes, it’s true: IWI is releasing the DAN in 338 Lapua this year, and it’ll be featured at SHOT 2017. The DAN was designed by Nehemiah Sirkis, who I like to think of as the Gene Stoner of Israel.
The press release makes it clear that IWI is offering is a premium package, coming with everything shown above besides the optic. It will be expensive: to put it in perspective, the Remington M2010 has an MSRP of $17,000 sans scope and suppressor. Street price is considerably lower, though; I’ve seen them as low as $8k on Gunbroker. The DAN doesn’t have much in the way of operational history, so I don’t think IWI will try to price it as high… still, expect street prices to be pretty stunning, and probably around $7k-$10k. It’s a beast of a gun, and weighs in at 15lbs naked, so the civilian market for this is probably pretty small, even without considering the price.
EDIT (3/10/2017): MSRP is $9,000. If street price is 82.5% of that, expect to pay about $7,500 for the rifle. With that pricing, I’m not sure who they’re going to sell to besides collectors – police snipers don’t need 338 LM performance, and the military is unlikely to use this when the Remington M2010 is already in the system. This is unfortunately going to be one of those rifles that sits new-in-box in a vault, waiting for the day it gets sold for some absurd multiple of its retail value due to rarity. Still, kudos to IWI-US for even making this available at all.