Until now, a clean 10.7 install required the $29 Mac OS X 10.6 Snow Leopard DVD then the $29 OS X Lion Upgrade App, for a total of $60. The USB drive is $69, and allows users to skip 10.6 altogether. It also allows a complete network-free install of 10.7 without the need for a Mac App Store account.
The OS X Lion USB Thumb Drive will soon be the recommended installation media for custom builds, but we need a bit of time to test it first, and develop a direct method to boot it. Until then, the xMove + MultiBeast method will work with it. Stay tuned for further development.
-tonymacx86 & MacMan
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