It turns out that CJE are the UK distributor for ViewFinder (unsurprising seeing as the card was being shown off on CJE's stand at Wakefield), but the reason you can't order it from them yet is that details were never finalised with regard to first orders.

CJE were under the impression that they would receive as many of the first batch of cards as they asked for, but the arrangement was never finalised. Consequently, UK users who want to avoid the extra bank charges on top of the exchange rate difference may have to wait until the second batch of cards are produced (about four weeks time).

Source: David Bryan (by email).