With the Option key trick, customers who own Lion and, for whatever reason, want to install it fresh on a compatible Mac, can do so. Cautious Mac users who try to remain one major Mac OS iteration behind the current release, on the other hand, are out of luck. It looks like Apple will offer new buyers just one version of its desktop operating system in the Mac App Store, and that version is Mountain Lion. If you don't already own Lion, the Mac App Store currently offers no way to get it.
As a reminder, before you install Mountain Lion, it's a good idea to make a copy of the installer. Otherwise, the installer gets removed from your system when the installation process completes. To make a copy, Control-click (right-click) on the Install Mountain Lion icon running in the Dock, and choose Options -> Show in Finder. (Alternatively, find the app in your Applications folder.) With the installer selected in the Finder, choose File -> Duplicate. Then continue on with your installation process. The story of the shinoboo mac os.
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Updated 1:31 p.m. ET with information on how to re-download Lion from the Mac App Store if you already own it. In time like these mac os.
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Updated 3:50 p.m. PT with Apple's response regarding legacy sales of Lion.