It looks like a select few are able to register early. This is a snippet from the invitation to schedule builder:
As a valued member of the VMware® community you can access Schedule Builder today—one full week before the general public! Log on now and start building your schedule. Schedule Builder lets you search sessions by topic, speakers, and other key parameters, so you can customize your VMworld® experience to suit your needs and interests.
It looks like the rest of us will have to wait until next week. 
I've been checking the site twice a day since 1st August in eager anticipation. If JasonGeorge received the same mail (as the excerpt posted by Nick) on 7th August, I guess it'll be available to all on the 14th August (i.e. tomorrow). I'll check back 1st thing in the morning & keep checking all day as it beats working (someone remind though please as I'm going out for some practice beers this evening).... Last year it took me a while to book everything & it is a good idea to sort it sooner rather than later as the sessions can book up, although I have read somewhere that some of the more popular sessions will be repeated this year.
I wonder how you get to be one of the select few then. The company I work for has sent 2 or more people to the US based Vmworlds since 2005, sends attendees to user groups on a regular basis, has around 200 fully licenced 4 socket hosts (with full extended support subscriptions paid for etc), pays for a TAM too, yet we're not select enough:D Perhaps all those who had downloaded V3.5 U2 got the early registration option as a sweetner 
