For others like me, the press release says: "a family of smartphones that run Android(TM) apps". Yes, other app stores can be sideloaded, and they even mention a few, but not Google's Play Store.

Personally, I doubt getting Play Store on it would be as simple as sideloading (sideloading itself isn't much different from what other app stores do) because of Google's Play Services.

Hopefully root (or a ROM, if necessary) could help with that.