Definitely sad that the sale won't be for a while. I am on vacation with the family from the 11th to 18th and will have limited to no computer access.
What's funny is Michael Pachter and other video game gurus are claiming that Steam sales are killing the industry because of reasons like this: because many consumers will wait for the Steam sales to buy games.
EA says that won't do a Steam like sale because they are also on the bandwagon that it's hurting them. And I disagree. If I really want a game and it's going to be good, I'm going to pay full price and buy it day one. I use the Steam sales to buy games that I would probably not buy without the sales. In some of those cases, I find that a game is much better than expected and I'll be anticipating the next game in the series, which WILL be purchased at or around launch.