Can you provide a link, please? TIA.
I would assume he's referring to Bill Slaviscek's comment that they "want the Essentials Line to be the gateway to the game for new players going forward." Which does imply that they want new people to start there.
However, they've also stated repeatedly that they don't plan to take the hardcovers off the market. So, unless you thinking they're lying, it's an alternate, rather than a replacement product. Granted, it's the one targeted at new gamers.
@ Riley: I suppose it would be great if the starter set went to 11, but that's, IMO, supremely unrealistic. At that point you're talking about, oh, a third of each book (PHB, DMG, and MM). Do the math: that's about 280 pages! There's no way to do that set for $20.
Quite honestly, I'm not sure how they'll fit in even 3 levels at that price. But if the Mentzer set did it, it
should be possible. Let's see; if one assumes you only need 1/3 of everything above (probably unrealistic, but this is a ballpark), we're talking around 96 pages. And based on previews, that's exactly how long it'll be.
For those players who want to go further, there's the
Heroes of... books ($20 each) and/or the PHB. For DM's, there's the
DM's Kit and/or the DMG. For more monsters, there's the
Monster Vault or, if they don't care about tokens, the various hardcover
Monster Manual volumes.