Actually they did say they were going to produce a C41 film. There's only one 100-speed C41 emulsion currently manufactured by the big two - Kodak Ektar 100. Adox has the Color Implosion film (a 100-speed, very experimental, very grainy film by Adox's own description), but other than that there are no 100 speed C41 films being manufactured. Film Ferrania said in their very first news post on their site: "We think it is better to start revamping the very last produced emulsions. The first two that we will make are a color negative film derived from Ferrania Solaris FG-100 Plus (only for still photographs) and a professional color reversal film derived from Scotch Chrome 100."
As to your comment on price, I'd like it to be cheaper but $15/roll isn't too terrible. I'm paying around $10-11 a roll now for E6. Of course if they're more expensive than Fuji, it needs to be a higher quality film than Fuji's offerings, and lemme tell ya, that's gonna be a hard act to follow.