i get that they want to push it and get rid of their stock, that's just good business. what i don't like is that they specifically go out of their way to lie about it. they don't have to mention the time, they could just be pushing features or style. there's plenty of other ways to sell iphones.
It's not lying though. It is true that "There's [there has] never been a better time to buy an iPhone 4". It's not saying "There will never be a better time..." which would be indefensible.
It may not be the best time to buy an iPhone given that a version greater than 4 will be released, but if you specifically want version 4, then now is a good a time as any time in the past.